The Evolution of Marketing

Marketing as a recognized profession has a brief, yet significant history, stemming from a company's need to set itself apart in a crowded marketplace. Fascinated with the events that led up to what we know today, here's a post that I've been wanting to write ever since that Marketing 101 course in college...

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Life Cycle Assessment in Retail Packaging

  The common assertion is that 80-90% of products fail is an “urban legend.”  The empirical literature does not support this popular belief.   No matter how many times it is asserted or how many people believe it, the idea that 80% of products fail is as common as it is wrong.  The actual product failure rate is around 40%.   The development of new products in American can be described by two different approaches:   The operations approach. The operations approach is based on internal controls and an internal perspective. Some of these approaches are based on the methods of Lean Manufacturing where the emphasis is on core team design; project planning, specifications, prototyping, performance control and things that can be managed inside the factory.   The marketing approach. The marketing approach is focused more on the external influences of new product development such as customer needs, the market, competition,...

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7 Reasons to Hire a Professional Design Firm

The computer is such a great tool, and it makes it life easier for small business owners to create their own fliers, brochures, postcards and even websites. So why would you want to use the services of a professional firm? Here are seven reasons why small business owners are best served by hiring a marketing expert to create their branded materials:     You don’t have time. Small business owners have a lot on their plates. That means you may put off doing a new marketing piece, even if it is something you really need. Hiring a professional design firm to help means you can get that project done, and begin using it to make your business more money.           You can’t afford not to. By the time you learn how to buy, train, and use that photo editing and page layout software that came free with your computer,...

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Five Types of Logos to Consider For Your Brand

  There is nothing as immediate as a logo. Your logo is your stamp on the world, a visual symbol chock-full of meaning that can, in an instant, reveal to your customers the authentic essence of your brand. In this sense your logo is the proverbial tip of your brand iceberg, a small but revelatory reflection of the dense complexity of what lies beneath.   How can you pack so much significance into a graphic representation that must be scalable from billboards to business cards in size? You start by doing your homework. Logos aren’t the product of whimsical Imagineering sessions by third-party designers. They’re informed by brand research, and driven by strategy and positioning. Even the simplest logo is borne from meticulous efforts to distill a brand’s core tenets. Characterized by symbolic and archetypal imagery, your logo should be inspired by insights gleaned from the brand strategy...

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