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The Grayson Report

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Star Products Still Build Companies
Suzanne & Bob Grayson, Grayson Associates
July 7, 2011
Most historians will tell you that it takes at least 50 years before you can get a true perspective on events. Sometimes it takes even longer; note the recent flurry of books on the Founding Fathers. What can practitioners in the beauty industry lear…  Read More »
Suzanne & Bob Grayson , Grayson Associates
May 3, 2011
Thanks to CoverGirl and Maybelline, the leading mass beauty brands, fashion is returning to stimulate the cosmetic business, and like the end of a dreary winter, the sun is shining again. Back in the 1960s and early 1970s, fashion drove traffic, an…  Read More »
How Permission-To-Buy Promotes the Product Sale
Suzanne & Bob Grayson , Grayson Associates
March 11, 2011
If you Google “advertising effectiveness” you’ll discover hundreds of thousands of entries. As digital marketing turns the advertising world upside-down and inside-out, marketers are scrambling to find the holy grail of more effecti…  Read More »
THE DECADE THAT CHANGED THE WAY WE DO BUSINESS
January 7, 2011
Each of us lives several hundred years in a decade.” - Marshall McLuhan WELCOME to the start of a new decade. But before we jump in, let’s review the tremendous upheaval that has taken place in several common job functions during the pas…  Read More »
Permission-to-Believe Is the Tool of Conviction
Suzanne & Bob Grayson , Grayson Associates
November 4, 2010
Perricone MD Cold Plasma Maybelline Age Rewind Origins Brighter By Nature SPF 35 L’Oreal go 360o Clean Advertising, regardless of t…  Read More »
Hard to Pick on P&G
Suzanne & Bob Grayson, Grayson Associates
September 7, 2010
Almost impossible – since you know that every product, ad, package, et al., has been focused, qualified and quantified with the latest high-tech research (psychological, demographical, behavioral) plus…  Read More »
We’re Just Asking…‘Why Should It Succeed?’
Suzanne & Bob Grayson, Grayson Associates
July 8, 2010
Or, said another way, “what are the positive reasons for success?” We’re just asking because it is never safe to bet against P&G. And in this case, it’s about Frederic Fekkai —with its luxury/prestige/celebrity/prof…  Read More »
Who’s It For…and What’s in It for Them?
Suzanne and Bob Grayson, Grayson Associates
April 29, 2010
Have you asked yourself those two questions when, one, you are developing a new product, and two, writing or evaluating the ad or display headline? One last question, are you getting tired hearing about “target marketing?” We don’t…  Read More »
Understand the Shifting Sands of the Channel Captain
Suzanne & Bob Grayson, Grayson Associates
March 9, 2010
You have to go back 20 or more years to find the term “Channel Captain” even covered in a marketing textbook. We found this definition in the Dictionary of Marketing, a British publication circa 1995. “The firm acting in leadership…  Read More »
Slogging Through Blogs
Bob and Suzanne Grayson, The Grayson Report
January 5, 2010
After listening to Nadine Jolie, one of the original beauty bloggers, at a recent Beauty Industry West luncheon, we started to reevaluate our initial value impressions of blogging.If you Google beauty blogs, and go though a few listings you’ll…  Read More »
Natural Products Need Real Benefits to Grow
Suzanne and Bob Grayson, Grayson Associates
November 9, 2009
While the organic “certification wars” will continue ad infinitum, it’s the communication—the advertising of “natural” products and their countless iterations—which will determine consumer perception, accepta…  Read More »
Digital Is the Final Point in Brand Enhancement
Suzanne and Bob Grayson, Grayson Associates
September 3, 2009
There are five points in a star and five points in brand enhancement. Two recent columns looked at brand in enhancement. In May, we looked at engagement (p. 46). In the July (p. 46), we wrote about the price/value relationship, passion and sensory ma…  Read More »
Survival of the Fittest
Suzanne and Bob Grayson, Grayson Associates
July 8, 2009
There is no magic wand to make the recession go away, but there may be a star to lead us. And, as you might have guessed, the star is your brand.Often we are asked by news journalists such “piercing” questions as, “aren’t all…  Read More »
The Rule of Engagement: Connect with Consumers
Suzanne and Bob Grayson, Grayson Associates
May 1, 2009
Plain and simple, the practice of engaging a consumer with some factor of persuasion is what marketing is really all about. Ultimately, it is how we go about this that separates the good guys from the also-rans. The day of Sgt. Friday’s “…  Read More »
CVS has Sephora Envy
Suzanne and Bob Grayson, Grayson Associates
March 3, 2009
The conversation must have started with an innocuous, “Why not?” by somebody in upper management. “We have the locations, the customers/traffic, the capital—and we’re doing well with our stores’ indie brands. All w…  Read More »