Don’t Confuse the Three “Positionings”

I’ve always found it interesting how so much terminology exists in the world of marketing.  What’s worse is that many words are used interchangeably when in fact they mean something different.  A “concept” can be a product concept, a positioning concept, an advertising concept . . . and the list goes on.  I’ve also worked with clients who get positioning, …

“Ideas to Go” Uses TRC Approach

  I recently received the May 2013 addition of the Ideas to Go eNewsletter.  I was thrilled to see that the company completely embraces everything I talk about my book, Marketing Concepts that Win!  I have to say it was also nice to see the article written by my former colleague at Hasbro Toys, Susan Robertson.  Of course, that was …

Can Anyone Moderate?

I recently attended a conference on the front end of innovation. Although I found much of the information presented to be quite interesting, I was shocked and horrified to hear a presenter state “Focus groups are a technique of the 60’s and 70’s”. This woman went on to say that she “trains” clients all the time to conduct interviews with …

Do You Have a Personal Concept?

So you go to a party and introduce yourself to others and what do they tell you?  Here’s an example of what I’ve heard: I’m a realtor. I do marketing for an engineering company. I’m in technical sales. I do market research. I am a stay at home mom . . . Well, yawn!  I have to say that these …

S.P.R.I.N.G into marketing shape!

So what should “spring” mean for your product or business?  As I thought about the question it occurred to me the “SPRING” is a great acronym for freshening up your business proposition.  Here’s how it works. Selling Idea – First, you need to take a good look at your selling idea and ask yourself a few questions.  Is your primary …

AMA Podcast Features Martha

Martha Guidry is featured in a new AMA podcast called “Crafting a Winning Marketing Concept.”  In the interview, she explains about the importance of a positioning concept and how it differs from a core concept.  Also, she speaks about critical components of a winning positioning and the importance of target audience feedback.  Click <HERE>.

Media’s “Go To” Expert

Concept development is one of the most critical aspects of developing a successful marketing communications message for your brand, new products, new services and your personal brand.  With The Rite Concept, you get 20 years of knowledge and know-how that the media trusts as their expert source. Why wouldn’t you want the same?  Read more on our Media/Press Page