Recent posts by Lonny Kocina

Product Fame and Fortune

Product Fame and Fortune

Strategy is not a natural tendency of the highly creative people who work in agencies. In my opinion, nothing will kill your chances of achieving product fame faster than putting creative people on the job before your strategy is determined.  To compound this problem,...
Three reasons to use this marketing plan system

Three reasons to use this marketing plan system

Much of the marketing advice you will find online and in books isn’t worth reading. It’s not that it’s bad advice, it’s just that you don’t learn much (or even anything) from it. For example, if you search, “how to write a marketing plan” you get advice like set...
Product Launch

Product Launch

Whether you are preparing for a product launch or maintaining a cash cow brand, a clear and concise marketing plan is essential. Writing and following a well thought-out plan can develop and maintain a brand for a lifetime of purchasing. Here at Media Relations...
Nickel-a-word

Nickel-a-word

I spent some time today talking to our editor-in-chief, Robin Miller, about her frustration with generalists writers you find on the internet who charge per word they write. During our conversation, she kept repeating that generalist writers who write outside their...
Why you?

Why you?

Some things in marketing are clear and some are a bit murky. For instance, the third step in the consumer buying process is clear. People measure the products they buy against competing products. It’s universal. Consumers do that whether they are buying toothpaste, a...
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