Blog Archives

10 Common Mistakes During a Product Launch

Here is some of my product launch know-how. Hope it helps: 1.- Differentiate: No matter if your product is a radical innovation or a me-too product, you should be different (cheaper, more premium, tastier, bigger, smaller, etc). Remember that the #4 law

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Posted in Launch Stage, Management

Marketing Basics: Presentations (1 of 2)

… Now, let’s say that you’ve done a good job on the research briefing and after the questionnaire has been reviewed your research agency tells you they’ve got the results. You’ve got to analyze them and present the relevant results

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Posted in Management, Marketing 101

The Research Brief

. The most important brand management task to obtain the right information out of an investigation is the research brief A research brief is a document created by the brand manager that states the information required from the defined target.

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Posted in Innovation Pipeline, Marketing 101, Research

Marketing Basics: Marketing Research

“Research is what you do to obtain knowledge. Marketing Research is what you do to understand your consumer” Research: the base of most important decisions involving a brand. The investigations are usually made through an external agency that reports either to

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Posted in Innovation Pipeline, Management, Marketing 101, Research

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