Archive for January 2017
Price is a Verb
So what do executives get wrong about pricing? They treat it as a noun not as a verb. Treating price as a verb drives executives to define the culture, organizational structure, and process for making pricing decisions. Leading firms do this. Failing firms don’t. Executives, you have a choice.
Read MorePricing Cannabis Gummies
Different consumers care about different things. Some will care that their THC-laced gummies have fewer other chemicals, some won’t. But the ones that do are probably willing to pay a premium for those products. We certainly see that in the organics aisle at a grocery store. Why would cannabis products be any different?
Read MoreFalse Marketer of the Year
Donald Trump, marketer of the year? Not by a long shot. For a good marketer also delivers on the brand promise. That looks unlikely—and possibly down right malignant. So instead, we have designated him “False Marketer of the Year.”
Read MoreStrategic Movements: January 2017
“Discounting becomes a drug that is hard to get off, and creates this basis for consumer to not trust regular prices,” Uri Minkoff.
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