Recent posts by Lonny Kocina

Bad News

Bad News

Dear CEO, Your marketing team knows a lot less about marketing than they let on. Most don’t even know basic marketing concepts. Just ask your “marketing expert” the difference between the Marketing Mix and the Promotional Mix. Ten to one they won’t get it right....
Marketing Madness

Marketing Madness

I feel sorry for marketing professionals. I’ve spent a career sitting in marketing meetings that wander aimlessly, bouncing from one idea to the next. Meetings that should be short and productive last for hours on end with no clearly defined outcome. Marketing has a...
Don’t be a brand phony

Don’t be a brand phony

Please stop calling your product a brand when it’s not one. And do yourself a favor. Ditch all the fancy brand language like brand persona, brand archetype and brand promise. You’re not Kleenex, you’re not Tylenol and you’re not Hostess Twinkies. Your product is more...
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