it's all about growth marketing

  Nike reported last week of an amazing recovery despite covid-19. the stock has jumped 12% and digital sales have risen 82%. Today Nike is one of the leading brands in the world. Phil Knight created Nike from scratch, embarking on a crazy entrepreneurial roller coaster journey. He started selling shoes behind his car, and today many sports icons proudly wear them. Not to mention the 10 million people around the world who bought his shoes .   In his book, Shoe Dog, Phil Knight tells about the lessons he learned in his entrepreneurial life : 1.       Get started before you are ready. When Phil graduated from college, Adidas and Puma were already huge companies and Nike was just a crazy idea in his mind. He saw that Japanese cars became very popular in America, and his idea was that Japanese shoes could also be very popular in America. Then, on his vacation, he stopped in Japan. When he barely graduated from college, he entered a Japanese company a...

  In times of crisis, it may be hard for us marketers to know where to begin. In the last six months and more, people have shifted into protection mode, focused on themselves, their families, their employees, their customers, and their communities. Social media has reflected it, with pleas for fellow citizens to follow government safety guidelines. People have crossed partisan lines to build bridges within their neighborhoods and communities and unify against an invisible force .   With social distancing keeping many people at home, we’re also seeing major shifts in behavioral trends. Consumers are seeking more in the way of escapism and entertainment — downloading gaming apps, spending even more time on social media, and streaming more movies and scripted programming. And between remote working arrangements and live-streamed workout classes, college lectures, and social engagements, we are testing the bandwidth of our homes in a largely pre-5G world . Meanwhile, the nee...

  How can a company prepare for and react to changes in the market ? Understanding the environment is essential from the external point of view, to better prepare for operational business. However, understanding what it is exactly that the company does, how it’s going to do it, and where do they want to be in the future are questions that can make or break the company.   Company strategy planning requires you at some point to answer the question of “what is your mission and vision?” The two serve the purpose of acquiring the result you intend to obtain. So, what’s the difference, and is there a difference? Bringing meaning to these definitions assist companies to build a strategy that will answer the demand of the everchanging market.   In this writing, we will go through the basic concepts of mission and vision and bring examples for them. Then we will look at the influence that the market demand has on a company, the effects of the changes in the market that can...

own the narrative, which is the truth COVID19 is here to stay with us. But 7 months after the first outbreak, is a great opportunity to examine which strategies worked. not health or economic ones, but rather the communication strategy. The sharpest leader in the world during the COVID19 was, by far,  Angela Merkel. Not only in her excellent management during the biggest health and economic crisis, but especially in the way she chose to communicate. Angela bravely faced 83 million Germans and chose a communication of transparency. Just like Winston Churchill in World War II. He promised “blood sweat and tears” and she determined that 60% of the population would be infected with the virus. She didn’t reflect the reality only to her citizens, internally. Unconsciously, or not, she reflected it externally, to world leaders, of what was about to happen and suggested them to manage the narrative as transparent as she did. This is really a challenge for every company, the question of how...

Building a marketing message for a product or company is a challenge. Dr. Milton Erickson had an idea about it Our challenge, marketers, is to build an accurate, sharp message that engages with the target audience. There are so many messages we create. the company's messaging product’s messaging, value proposition, company’s message to the employees, communication message, promotional messages.   and the list goes on But how can we create a message that is so sharp and creates curiosity, a call to action, and engages with the target audience? It's a challenging task . One of the interesting models, I have been exposed to during my career is the Ericsson model. Named after Dr. Milton Erickson. Erickson became known in the world of therapy, as the new approach to hypnosis . Which means, he believed in storytelling to make a change . This model is based on neurological studies of left and right hemisphere brain functions . The left hemisphere processes information...

whether you need to build a narrative, product marketing title, or something else,  you need the 4MAT Whenever I talk to one of my colleagues, marketers, about building the story or message for a product or company, the question always arises - how to start ? Building a narrative is never a simple task. Even the best storyteller would say that. The question always arises - how do I translate this message into the market. How do I make the story accurate, so that the target audience understands it, and gets excited about it? There is no simple or uniform formula to build the story the narrative. After writing hundreds of marketing articles, value propositions, product positioning, and messages for companies I worked for. I can tell you honestly, this is definitely something that isn’t structured or easy. A few years ago, I came across an interesting model of how to build a lecture structure using NLP the approach, which I think was a good way to start. So, here's th...

Today marketing is known as an advanced blend of strategy and technology, however, it hasn’t always been this way. The history of marketing as we know it began with the humble beginnings of simply trying to sell goods and services . Attempts to accomplish this may be as old as civilization itself. Some believe it started with trying to presents goods in a certain way for trading. The effort to develop persuasive communications for selling goods and services has been around since ancient times. This activity may not have been recognized as marketing then, but it was a developing idea . Concept of Marketing The idea of marketing as it is understood in the modern era began during the time of the Industrial Revolution. This period spanned the late 18th century and lasted long into the 19th century. It was a time of rapid social change motivated by innovations in the scientific and technological industries . It was during the Industrial Revolution that purchasing goods began to ...