The Grayson Report


  • Make Your Advertising Work Harder for You

    Make Your Advertising Work Harder for You

    In two previous columns (July and November ’07), we started listing the “rules” for creating more effective advertising. The first was to create excitement. Give the viewer something to raise the level of interest. Nothing is quite…
    Bob and Suzanne Grayson, Grayson Associates 12.28.07

  • What Makes Good Advertising So Good?

    What Makes Good Advertising So Good?

    Back in July, we began a series of 10 Rules for Good Advertising. The first was to establish some emotion-connection with the viewer. This one is designed to tap into the consumer’s psyche to create an important sense of “they’re on…
    Suzanne and Bob Grayson 10.31.07

  • Get a New Attitude!

    Get a New Attitude!

    Attitude, essentially defining the way a marketer looks and presents itself to its target market, is an expression of brand image because it believes that is the identification aspiration of its target market. If that sounds like circular reasoning,…
    Suzanne and Bob Grayson, Grayson Associates 09.05.07

  • What Closes a Sale? It’s More than an Ad!

    What Closes a Sale? It’s More than an Ad!

    The  less noteworthy the product, the more Permission to Buy comes into play. Our March 2007 column introduced a term we called permission to buy, as an adjunct to the pretty basic requirement for an effective ad—Permission to Believe. &nb…
    07.06.07

  • Consumers May Finally Grow Old Gracefully

    Consumers May Finally Grow Old Gracefully

    But the market is split between pro-age and anti-age proponents.
    Bob & Suzanne Grayson , Grayson Associates 04.27.07

  • The Growing Importance of ‘Permission to Buy’

    The Growing Importance of ‘Permission to Buy’

    Readers of this column have long been subjected to our insistence to include permission to believe (claims/promises) as part of any company or product message. Permission to believe is wrapped around the product and its positioning. We would now like…
    Suzanne and Bob Grayson , Grayson Associates 03.05.07

  • Potential & Pitfalls Prevail in China

    Potential & Pitfalls Prevail in China

    Every marketer is salivating at the bonanza of opportunities within the Asian market, especially China. After all, where in the world—only in fast-developing countries—might you ever see high double digit gains plus, again? But as many of…
    Suzanne and Bob Grayson 01.03.07

  • New Product Positioning Is a Most Important Tool

    New Product Positioning Is a Most Important Tool

    The traditional marketing mix—pricing, advertising, promotion, packaging, distribution, selling, servicing and product—as developed by Neil Borden 60 years ago, did not consider product positioning as one of the key creative tools that th…
    10.31.06

  • How Revlon Went Astray

    As long-time readers of this column know, we concentrate on various parts of the marketing mix in our discussions of products and brands. Our main thrust is on how brands use or do not use, positioning, product benefits, communication of concepts (ad…
    Bob & Suzanne Grayson 09.06.06

  • Costco and Cosmetics: A Marriage in Mass?

    Costco and Cosmetics: A Marriage in Mass?

    Suzanne and Bob Grayson Grayson Associates Suzanne and Bob Grayson are respected, professional marketers, having spent their careers with the leading companies in the beauty industry before staring their successful con…
    07.07.06

  • The Future May be Here

    The Future May be Here

    Suzanne and Bob Grayson Grayson Associates Suzanne and Bob Grayson are respected, professional marketers, having spent their careers with the leading companies in the beauty industry before staring their successful con…
    05.16.06

  • Is Celebrity Enough?

    Is Celebrity Enough?

    Suzanne and Bob Grayson Grayson Associates Suzanne and Bob Grayson are respected, professional marketers, having spent their careers with the leading companies in the beauty industry before staring their successful con…
    03.07.06

  • Some Irrefutable Rules Of Cosmetic Marketing

    Some Irrefutable Rules Of Cosmetic Marketing

    After reading the many obits of Peter Drucker, we were struck by the simplicity of his work. Not that it was simple, but rather that he was able to distill a remarkable bit of sense into a few words. (Note: During his seminar course at NYU, for the…
    Suzanne and Bob Grayson , Grayson Associates 01.05.06

  • Decisions, Decisions: Line Extension or New Brand?

    Decisions, Decisions: Line Extension or New Brand?

    For those of us of a certain age, one of the seminal events in marketing in the 1960s was the publication of a book by Al Ries and Jack Trout called Positioning. It was subsequently published in 15 languages. The basic concept was that line extensi…
    10.31.05