What makes a company successful?...

... delivering products and services that are relevant and create impact among consumers.

I combine my expertise as a Marketing executive in a Fortune 500 company and my passion as an investor to find the Companies that I think have "cracked the code" with consumers. Advertising does work. When I see a new product that fits relevant consumer trends, and that is supported with a campaign that I find particularly shrewd and innovative, I know that Company is potentially a great investment.

One of the great investors of all times, Peter Lynch, recommends to "buy what you know". You watch TV, go to the supermarket and walk around everyday. Observe... look around: what you see can make you money in the stock market. Now, let's be clear: a Company is not good just because it advertises. What we have to look for is great products supported with -and enhanced by- great advertising. The principle is simple: if something is good enough to draw your interest, it will be of interest to millions of persons just like you.

It is my goal to share with the reader my findings in the world of marketing which I think will turn into great returns for investors. Profit from it!

Tuesday, April 20, 2010

Marketing to the Zeitgeist

Two years ago, I wrote a couple of posts in this blog where I discussed the new principles of Marketing that the readers should look for in order to spot products and companies with potential to become lucrative investments. These articles where "Cracking the consumer code" and "Consumer values to look for". The practices and values these posts refer to remain as valid today as they were two years ago. However, there's more to the story. It's not only the way to do marketing what is changing, but fundamentally, the very nature of branding itself and what brands today need to represent for the consumers. I even submit that venerable and seemingly sound concepts like 'target consumer' are, at best, outdated if not outright archaic.

As I continued studying today's consumers' values and the brands that have done the best job in becoming uniquely relevant to them, I coined a concept that I think captures and explains the distinctive marketing approach that separates the brands that are destined to endure the test of time, versus those that will likely fizzle as quickly and soundly as they once grew. I call the concept Marketing to the Zeitgeist. The following diagram explains it in a historical context. It's meant to represent how marketing and branding thinking has evolved through time, and how the required new thinking for today is that, in order to thrive and survive, brands need to embrace and stand for elements of the zeitgeist, or 'the spirit of the times'. I will elaborate on this in my next post.

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