A cookie is never just a cookie – especially when it’s wrapped in decades of brand equity. Last month Mondelez International Inc., maker of iconic packaged food brands like Oreo and Ritz, filed suit against Aldi supermarkets, alleging that Aldi’s store-brand cookies...
If end-of-year sales results against the 2024 marketing budget were lackluster, it may be time to shift thinking on budget planning. For decades, a rule-of-thumb for setting marketing budgets has reliably been a simplistic percentage-of-previous-sales formula. We’re...
The grand opening of a new bank branch we attended last week proves it’s possible. Similar to the illustration, the branch featured a wonderful, open-space “Universal Branch” design demonstrating the “branch of the future” we’ve written about, and the intersection of...
When developing next year’s marketing plan, the first objective should be to spend less on marketing in the New Year than you did last year. Pretty reasonable, considering the economic roller coaster that we’ve been riding over the last 18-24 months. Plan ahead...
Why does Dorsey & Company focus on COMPETITIVE and marketing strategy? And on STRATEGY before tactics? First, our approach has helped clients compete and WIN since founding our boutique management consultancy in 1987. Further, our results are confirmed by the wide...
Economic downturns force businesses to make drastic changes to reduce costs: layoffs, closures, refining services, and mergers to name a few. Nonprofits are no different. Before making a decision to merge, you may wrestle with many questions, including: Will merging...
