Category: Uncategorized

Marketing objectives are specific and measurable statements that are aligned with the organization’s mission, objectives, and overall goals. Typical marketing objectives focus on increasing brand awareness, sales, market share, entering new markets, or driving sales through specific channels. Organizational tactics, strategies, and objectives should be well researched and outlined in a marketing plan — vital components within this include: Situational Analysis A basic four-quadrant framework, a SWOT Analysis defines factors that the organization both can and cannot control and should

To successfully market a product/service, you must develop a marketing plan that identifies your target audience. This can be achieved by creating a buyer persona — a semi-fictional representation of your ideal customer based on real data and research (Express, 2023). To create a comprehensive buyer profile, data should be obtained around geographic, demographic, and psychographic characteristics. This article provides tools to create a buyer profile. Industry Category Research Take the industry category your product/service falls into and perform research

When brands successfully partner with a celebrity, it can positively benefit both parties. Collaborations can boost brand awareness and customer loyalty, leading to an increased market share and financial gain. A prominent example was the partnership between Kanye West and Adidas. This collaboration resulted in the Adidas Yeezy brand, which generated an estimated $2 billion a year, close to 10% of Adidas’ annual revenue (Popli, 2022). In contrast to the benefits of a successful partnership, this article explores the outcome

Stanley 1913 is a familiar brand that has successfully positioned itself with it’s name and logo throughout all of the brands life cycles. Founded in 1913, the inventor of the product, William Stanley Jr. became the name behind the brand. The logo, which has had a few iterations over the years, is a nod to the inventor and the epic tales that are told by people with their Stanley. “Nobody else was there to corroborate these adventures, and those who

  The 4P’s of Marketing: Product, Price, Place, and Promotion (American Marketing Association, 2022) are applied to increase brand equity and promote a brand. Depending on where a brand is in its life cycle, different strategies must be applied for effective results. This article will examine how three brands use the 4 P’s to increase consumer perception (Wheeler & Meyerson, 2024) and brand equity in their respective stage of the life cycle (Burtonshaw-Gunn & Burtonshaw-Gunn, 2008).   Brand Development Phase:

A key trend in eye care is the increasing awareness of sustainability. In a typically stagnant and unrevolutionary industry, there is a rise in sustainable offerings — from eyewear to eye exams to the services that fuel a practice. How does this impact the industry? As the forefront to the market, practice owners must consider several things pertaining to sustainability: consumer demand, sustainable product assortment, and how both tie into the mission of your business. Sustainability Importance The United Nations

A recent trend related to data analytics is using Artificial Intelligence (AI) to generate Business Intelligence (BI). Discussed in two compelling instances, the first advises that AI is collapsing the time between question and answer by way of today’s business users being able to ask complex questions using natural language and receive contextual answers in seconds (Christopher, 2026). The second article continues this thought process on AI’s ability to generate insights, automate data analysis, and predict outcomes — and how