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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,...
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...
Missing finger

Missing finger

You can organize all the ways you tell people about your company and its products into five simple categories. The marketing term for that is the promotional mix. Think of it like a hand. The four fingers are publicity, advertising, website and social media. The thumb...

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