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3 Questions to Ask for Marketing Success

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Marketing as Strategy - 3 questions to ask for marketing successInternal politics are often the bane of any Marketing Manager’s existence.  There is always a strong undercurrent at most marketing conferences where Marketing Managers try to figure out how to get a “seat at the table”. If you are in that category — you need to read Nirmalya Kumar’s book, Marketing as Strategy.  It attacks the marketing framework from a CEO’s perspective and will help in framing larger questions to ask that will help you to level up and start to see the larger business picture. (Helping you to earn your seat at the table.)

In particular, three questions posed by Kumar can help any marketer to begin to think more broadly, which should reveal potential strategies for success  — and this is the time for it with Strategic Marketing Plans due shortly.

  1. Are there customers who are either unhappy with all of the industry’s offerings or are not being served at all?
  2. Can we offer a value proposition that delivers dramatically higher benefits or lower prices, compared with others in the industry?
  3. Can we radically redefine the value network for the industry with much lower costs?

I recommend starting with question number one and working your way systematically through each question. But, if you can answer these three questions, you’ll find the soft spot in your marketing landscape which will allow you to arrange your Strategic Marketing Plan to leverage that opportunity for success.

The soft spot in the marketing landscape should reveal the next big opportunity to expand into by a business operating in your space — if it’s not you, it may well be a competitor or a new entrant to the marketplace. And while it may feel like there haven’t been many new entrants to the marketplace in your industry in the last few years, never fear, the economy will eventually turn around and there will be entrants who are willing and able to exploit these opportunities as the economy improves — it might as well be you.

Get going — make a plan and work moving your business actively into the future.


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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  1. These are 3 very important questions to ponder upon. These are worth considering both for new and old marketers. Thanks for sharing this useful info.

  2. When you state that internal politics is the \”bane\”, I couldn\’t agree more. I partner with several brand consultants and this is often the challenge, especially with our municipal clients. \”Politics\” seems to get in the way of logical and rational thought. We have included early brand workshops which define the meaning of brand, how it should perform, what the return can be. Political agendas usually derail the process. Thanks for your post. I will read on!

  3. Hey Tisha,
    A very relevant share!! You have set the rules of the game, with this post. The fundamental aim for any sort of marketing effort is to capture a relatively good share of the market. These three questions can surely bring the best of the results for new businesses. Thanks for sharing this valuable piece.

  4. Facilitative share Tisha . These are inarguably relevant questions and each question should be worked out systematically . I am a newbie so a good piece of advice for me .

  5. Finding what you can provide in a crowded industry is the key to standing out. Whether you feel that you can provide competitive services or goods at a lower price, or whether you can provide a better than average service at a more premium price, finding your niche within the industry is vital. Making this a goal for your company can help you keep working towards it. Ensuring that all of your employees are also aware that this is the goal, can help them stay motivated and invested in the company.

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