Sign in
  • Home
  • Contact
  • About
  • Process & Pricing
Sign in
Welcome!Log into your account
Forgot your password?
Password recovery
Recover your password
Search
Sign in
Welcome! Log into your account
Forgot your password? Get help
Password recovery
Recover your password
A password will be e-mailed to you.
Brand Strategy. Steve Poppe, Founder.
  • Home
  • Contact
  • About
  • Process & Pricing

To and From.

By
Steve Poppe
-
May 5, 2009
891
0

 

In marketing and account planning, sometimes you just need to stop and ask consumers “Where are you coming from?” and “Where are you going?” Answers to these simple questions help construct the continuum of life. The continuum of shopping. It helps fit a particular purchase into a life scheme. It helps planners connect.

 

If I’m at Dunkin Donuts in the morning I’m likely to find someone coming from home or daycare and heading to work. Perhaps they are heading to another store before work. Well-informed planners can provide customers more help — and I’m not talking about help in the form of a message, I’m talking about help in the form of product and delivery. That’s where it all starts — the message can then follow.     

 

Back to Dunkin Donuts: If the “to” is to the newspaper stand because Dunkin doesn’t have the Wall Street Journal, that’s worth knowing. Or if the “to” is to the bagel store because Dunkin’s bagels taste like they’re from the freezer, that’s worth knowing. Everything is worth knowing if it gets you closer to your customer. Consumers are going places, you need to find out where.

 

Share on FacebookShare on TwitterShare on Linkedin
  • TAGS
  • Account Planning
  • dunkin donuts
  • marketing planning
  • to and from
  • wall street journal
  • whats the idea
  • whatstheidea
Previous articleThe New Newspaper…
Next articleIntel vs. McDonald’s
Steve Poppe

RELATED ARTICLESMORE FROM AUTHOR

Marketing

Little Q & Large A.

Marketing

A Brand Strategy Regret.

Marketing

Personal Branding is a Fool’s Errand.

Recent Posts

  • Claim, Proof and Kandee Johnson.
  • Brand Strategy Framework
  • Brand Stalker?
  • Poster, Pasters and Posers.
  • Little Q & Large A.
  • A Strategic Welcome To Burger King.
  • Starbucks New Dress Code
  • Brand Naming is Critical.
  • By-The-Pound or Buy The Pound.
  • What Brand Planners Have in Common.
  • Ingles Market Tagline.
  • Deeds. Comms. And Gun Control.

Archives

Categories

  • 3 Ps
  • 4 Ps
  • Account Planning
  • Advertising
  • advertising technology
  • anthropology
  • Apple
  • artificial intelligence
  • authenticity
  • automobile marketing
  • B2B marketing
  • Bank Marketing
  • Behavioral targeting
  • benefit shoveling
  • Beverage marketing
  • beyond the dashboard
  • beyond the dashboard planning
  • Big Data in Marketing
  • binary brand strategy
  • boil down
  • boilerplate
  • brand
  • brand agenda
  • brand bank
  • brand brief
  • Brand builders
  • brand building
  • brand claim
  • brand craft
  • Brand Design
  • brand discovery
  • Brand Engineering
  • brand experience
  • brand idea
  • brand journalism
  • brand love
  • Brand Management
  • Brand Names
  • brand persuasion
  • brand planks
  • Brand Planning
  • brand planning insights
  • brand planning tips
  • Brand Planning Tools
  • brand positioning
  • brand prepping
  • brand research
  • brand science
  • Brand Strategy
  • brand strategy adherence
  • brand strategy blogs
  • brand strategy compliance
  • brand strategy consultancy
  • Brand strategy definition
  • brand strategy discovery
  • brand strategy effectiveness
  • brand strategy examples
  • brand strategy framework
  • brand strategy hacks
  • brand strategy tarot cards
  • brand strategy tips
  • brand strategy tools
  • brand syllabus
  • brand transformation
  • Brand value
  • brand values
  • brand-babble
  • branding
  • Brands
  • brandsplaining
  • Business development
  • Business Planning
  • business strategy
  • care-abouts and goood-ats
  • claim and proof
  • claim and proof array
  • CMO Tenure
  • coca-cola brand strategy
  • Coke marketing
  • cold calling
  • Communications
  • Communications Planning
  • consumer care-abouts and brand good-ats
  • consumer insights
  • Content Creation
  • Content Marketing
  • content strategy
  • context in brand planning
  • copywriting
  • craft ecomony
  • creating bias in branding
  • Creative briefs
  • creativity
  • crm
  • culture-shoveling
  • Customer care
  • Deeds
  • DEI
  • Design
  • digital advertising
  • Digital Marketing
  • Digital Measurement
  • Digital media
  • Digital promotion
  • Digital Publishing
  • Digital Strategy
  • ecommerce
  • education
  • endemic benefits
  • Engagement
  • engagement planning
  • engineering preference
  • examples of great brand strategy
  • Experiential marketing
  • experiential research
  • Facebook Marketing
  • Fast Food Marketing
  • Fast Twitch Media
  • Featured Articles
  • Financial advertising
  • free day of planning
  • fruit cocktail effect
  • future fridays
  • future of work
  • Game Marketing
  • good-ats and care-abouts
  • Google
  • Green tech marketing
  • health care branding
  • healthcare branding
  • Healthcare Marketing
  • Idea Audit
  • Image Advertising
  • Innovation
  • insights
  • Integrated marketing
  • Integration
  • Intentional marketing
  • Internet of things
  • Is-Does
  • Leadership
  • logos
  • Loyalty marketing
  • Machine Content
  • market research
  • Marketing
  • marketing analytics
  • Marketing during corona virus
  • Marketing hacks
  • marketing plan
  • marketing predictions
  • Marketing Strategy
  • marketing tactics
  • marketing trend
  • master brand
  • master brand strategy
  • memes
  • messaging
  • Microsoft
  • Mobile Marketing
  • modeling marketing
  • Monetizing social media
  • naming
  • Negative Branding
  • networking
  • New product launch
  • Newspaper
  • one claim three proof planks
  • organizing principle for product experience and messaging
  • paper brand strategy
  • Pent-up demand
  • Performance marketing
  • personal branding
  • planner's prayer
  • poetry in planning
  • political branding
  • posters vs. pasters
  • pr
  • Pregnant context
  • presentations
  • Privacy
  • Product design
  • Promotion
  • proof
  • proof planks
  • purpose driven brands
  • QR Code
  • rebranding
  • Recruitment
  • remediation economy
  • reputation management
  • research hacks
  • restaurant branding
  • retail advertising
  • retail branding
  • Retail Marketing
  • Return on strategy
  • Sales Strategy
  • Sales training
  • Sampling
  • Search
  • search engine hacks
  • segmentation
  • SEO
  • service company brand strategy
  • Social Marketing
  • Social Media
  • Social Media
  • Social networking
  • Sports marketing
  • startup marketing
  • steve@whatstheidea.com
  • Storytelling
  • Strategic Planning
  • tactics-palooza
  • taglines
  • targeting
  • Technology Marketing
  • testing
  • Transmedia
  • Trends
  • Twitch Point Planning
  • twitter
  • User Experience
  • Video advertising
  • Wearable technology
  • web strategy
  • Website marketing
  • Yahoo
June 2025
M T W T F S S
« May    
 1
2345678
9101112131415
16171819202122
23242526272829
30  
© Newsmag WordPress Theme by TagDiv
MORE STORIES

Yahoo’s Bold, Expensive Move.

Steve Poppe - May 19, 2010
0
Yahoo is buying Associated Media and its federation of 380,000 writers (Posters) who according to ComScore generate 16M monthly uniques.  Yahoo is paying $100...