Personal Trainers, Walmart and Differentiation

Walmart Target Logos Differentiation

(Reading Time: 3 minutes)At the gym I frequent, there’s a personal trainer I don’t think very highly of.  Let’s call him Duff.

My issue with Duff is that he doesn’t push his clients to work out very hard.  In fact, I’ve never seen one sweat.  Instead, it’s more like Social Hour. Sometimes, Duff and his client are chatting it up during an exercise, which suggests a pretty low level of exertion.  I wish his clients would stop wasting their time and money, and I want Duff to do better training on their behalf.

On a seemingly unrelated note, yesterday I visited a Walmart in Chicago’s west suburbs.  At this store, merchandising took a back seat to other priorities; “cluttered” is a fair term to use.

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No, Nokia! Market Share Doesn’t Determine Mindset.

(Reading Time: 2 minutes)In an AdAge article released this morning, Nokia CMO Tuula Rytila discusses the new spirit of marketing that apparently exists inside the mobile giant’s hallways.

Nokia Challenger Brands
Connecting fewer people, lately.

According to the article, Nokia’s sales plunged by 22% in 2012. To hear Ms. Rytila tell it, that’s a fabulous thing, because now everyone’s head is right. She says:

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“If Our Competitors Are Doing it, It Must Be Working.”

(Reading Time: 2 minutes)That’s what a former boss said to me, more than once, when I was a young brand manager. It was her way of justifying thoughtless, copycat strategy.

Besides raising some serious concerns about my own career path, this kind of thinking destroys brand growth. Here are some alternative statements that are more true: Continue reading ““If Our Competitors Are Doing it, It Must Be Working.””