Philip Kotler, often called the father of modern marketing, introduced the idea that products can fall into one of eight distinct demand states. These range from Negative Demand (customers actively dislike the product) to Full Demand (sales exactly meet supply) to Unwholesome Demand (desire for harmful products). Kotler emphasized that marketing is about managing demand – controlling its level, timing and nature to meet business goals. Classifying your product into the correct demand state helps you pick the right strategy: whether to educate the market, stimulate sales, or even discourage consumption. Negative Demand Definition: Negative demand occurs when a significant

Marketing has always been about getting the right message to the right audience at the right time, but as the landscape evolves, the way we think about marketing media has shifted. Traditional models like Paid, Earned, and Owned (PEO) helped marketers streamline their strategies. However, as social media platforms and digital ecosystems have grown in influence, there’s now a need for a more comprehensive model. Enter the PERO model: Paid, Earned, Rented, and Owned media. PERO Marketing Media Type Model with suggested starting point allocation (40% Paid, 30% Earned, 20% Rented, 10% Owned). The History of Marketing Media Types Marketing

PRIZM® Premier by Claritas is a powerful lifestyle segmentation tool that helps digital marketers understand and target audiences based on demographic, behavioral, and geographic data. It classifies every U.S. household into one of 68 distinct segments, grouped into 14 Social Groups and 11 Lifestage Groups. Why It Matters for Marketers PRIZM Social and Lifestage Groups Social Groups (14) Defined by urbanicity and affluence. Lifestage Groups (11) Defined by age, income, and presence of children. Use the Claritas ZIP Code Look-Up tool to view the lifestage or social group for a given area, along with data on household income, composition, age

Marketing is most effective when it’s aligned with how people make decisions. That’s where customer journey frameworks come in. These models provide structured ways to understand, design, and optimize interactions across the entire path a customer takes — from awareness to loyalty. In this post, we compare the most popular customer journey marketing frameworks: AIDA, See-Think-Do-Care (STDC), Flywheel, Buyer’s Journey, 5A, Messy Middle, and Feel-Think-Do-Care. Why Compare Customer Journey Frameworks? Different frameworks serve different purposes. Some are better for content planning, others for measurement or product messaging. Understanding the strengths and limitations of each helps marketers select the right model

Similar to the Owala SWOT analysis I previously performed, this article evaluates the Owala brand using the Marketing 5 C’s framework—Company, Customer, Collaborators, Competitors, and Context. Often, there were items from the SWOT analysis that could also have been added to the 5 C’s, but those were largely ignored to avoid repetition and redundancy. The Marketing 5 C’s framework provides a comprehensive view of a brand’s internal and external environment, offering actionable insights for growth and strategic positioning. By applying this framework to Owala, we can better understand their strengths, weaknesses, and the opportunities and threats they face in the

When crafting a marketing strategy, understanding your business environment is critical. Two popular frameworks—SWOT analysis and The 5 C’s of Marketing—help you assess internal and external factors. While SWOT analysis focuses on strengths, weaknesses, opportunities, and threats, the 5 C’s—though not attributed to a single individual—offer a broader, more dynamic perspective. Here, we’ll explore the 5 C’s in detail and compare them to SWOT to highlight their unique value. What Are the 5 C’s of Marketing? The 5 C’s framework provides a comprehensive analysis of five critical areas influencing your marketing strategy: How Do the 5 C’s Compare to SWOT