• A Peak in the Trend Box

    A Peak in the Trend Box

    January 7, 2009
    || In our November column we introduced the concept of a Trend Box wherein you put your prognostications for the coming year into a box, adjust your marketing plans according to your predictions, and then open the box every so often to see how you&rsquo…

  • A New Role for the CMO? The Candidate as a Brand

    A New Role for the CMO? The Candidate as a Brand

    Suzanne and Bob Grayson , Grayson Associates November 7, 2008
    || The recently-concluded U.S. presidential campaign—at press time the election had not taken place—roiled on for two years at a cost of more than $1 billion. Had the campaigns been peopled with marketing advisors, rather than the standard p…

  • Brand Proliferation, Too Much of a Good Thing?

    Brand Proliferation, Too Much of a Good Thing?

    Suzanne and Bob Grayson, Grayson Associates July 1, 2008
    || In our last column we discussed the proliferation of SKUs for two of P&G’s brands; Tide, with 87, and Olay, with 117. How far we have come! Back when we started our marketing careers, it was an anathema to extend a brand for fear of dilutin…

  • Make Your Marketing Customer-Centric

    Make Your Marketing Customer-Centric

    Suzanne and Bob Grayson April 30, 2008
    || We recently read a book called Rules to Break & Laws to Follow by Don Peppers and Martha Rogers. They vaulted to fame with a book titled, The One to One Future, giving fresh insights into customer relationship management. Their new book include…

  • New Beauty: A new pace for beauty

    New Beauty: A new pace for beauty

    Suzanne and Bob Grayson, Grayson Associates February 29, 2008
    || Magazine & Retail Store Set a New Pace for Beauty

  • Make Your Advertising Work Harder for You

    Make Your Advertising Work Harder for You

    Bob and Suzanne Grayson, Grayson Associates December 28, 2007
    || 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…

  • What Makes Good Advertising So Good?

    What Makes Good Advertising So Good?

    Suzanne and Bob Grayson October 31, 2007
    || 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…

  • Get a New Attitude!

    Get a New Attitude!

    Suzanne and Bob Grayson, Grayson Associates September 5, 2007
    || 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,…

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

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

    July 6, 2007
    || 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…

  • Consumers May Finally Grow Old Gracefully

    Consumers May Finally Grow Old Gracefully

    Bob & Suzanne Grayson , Grayson Associates April 27, 2007
    || But the market is split between pro-age and anti-age proponents.

  • The Growing Importance of ‘Permission to Buy’

    The Growing Importance of ‘Permission to Buy’

    Suzanne and Bob Grayson , Grayson Associates March 5, 2007
    || 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…

  • Potential & Pitfalls Prevail in China

    Potential & Pitfalls Prevail in China

    Suzanne and Bob Grayson January 3, 2007
    || 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…

  • New Product Positioning Is a Most Important Tool

    New Product Positioning Is a Most Important Tool

    October 31, 2006
    || 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…

  • How Revlon Went Astray

    Bob & Suzanne Grayson September 6, 2006
    || 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…

  • Costco and Cosmetics: A Marriage in Mass?

    Costco and Cosmetics: A Marriage in Mass?

    July 7, 2006
    || 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…

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