Marketing
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Have you noticed how many “Baby-Boomers” are beginning to retire? Well, not so slowly but surely they are. Coming into the work force, right on their heels, are members of Gen Y who are expecting to step into those very jobs the Boomers are leaving behind. If you tell them they can’t have those big jobs right away, they’ll most likely ask, “Why-Not?” (therefore, Generation Why-Not). If you tell them they have to work their way up the corporate ladder, you’ll probably hear them ask, “Why Should I?”
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Paul Isakson really started something. Now there is a third excellent slide deck in the What’s Next series. Uwe Gutschow picks up the topic and adds some excellent thoughts:
To access a full-screen version go here.
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There is a considerable amount of marketing money wasted each year because of ready, fire, aim. That’s marketing without first establishing a clear brand identity and personality. Even worse, some companies struggle along hoping marketing or advertising will define their brand. Marketing, advertising and other communications activities should clearly convey and enhance the brand identity and personality, but it is usually an ineffectual, expensive and backward process to let marketing try to create the brand.
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Here are a couple of interesting presentations on SlideShare that provide thoughtful discussions on what is happening next in marketing, advertising and media. Part I is from Paul Isakson:
View on SlideShare (up to full screen).
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While the tools of the marketing trade are changing rapidly, being able to understand the points of view of large major markets is still eminently useful to business professionals. A new book by Kenneth Gronbach titled, The Age Curve: How to Profit from the Demographic Storm, points out major generational markets (as well as other demographic groups), and offers advice on how best to reach each group.
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