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	<title>Gumas. Marketing Smart &#187; Marketing Mistakes</title>
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		<title>Marketing Mistake #63: Being Satisfied with Customer Satisfaction</title>
		<link>http://www.marketingsmart.gumas.com/marketing-mistake-63-being-satisfied-with-customer-satisfaction/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=marketing-mistake-63-being-satisfied-with-customer-satisfaction</link>
		<comments>http://www.marketingsmart.gumas.com/marketing-mistake-63-being-satisfied-with-customer-satisfaction/#comments</comments>
		<pubDate>Wed, 22 Jun 2011 20:59:18 +0000</pubDate>
		<dc:creator>Gumas</dc:creator>
				<category><![CDATA[Marketing Mistakes]]></category>
		<category><![CDATA[challenger brands]]></category>
		<category><![CDATA[customer engagement]]></category>
		<category><![CDATA[customer satisfaction]]></category>
		<category><![CDATA[customer service]]></category>

		<guid isPermaLink="false">http://marketingsmart.gumas.com/?p=632</guid>
		<description><![CDATA[Challenger Brands subscribe to the theory proposed by Ken Blanchard and Sheldon Bowles in their book Raving Fans: A Revolutionary Approach to Customer Service. In the book, Blanchard and Bowles theorize that “your customers are (likely) only satisfied because their expectations are so low and because no one else is doing it better.” They go [...]]]></description>
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		<title>Marketing Mistake #9: Not Acting Outside the Box</title>
		<link>http://www.marketingsmart.gumas.com/marketing-mistake-9-not-acting-outside-the-box/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=marketing-mistake-9-not-acting-outside-the-box</link>
		<comments>http://www.marketingsmart.gumas.com/marketing-mistake-9-not-acting-outside-the-box/#comments</comments>
		<pubDate>Wed, 08 Jun 2011 20:58:34 +0000</pubDate>
		<dc:creator>Gumas</dc:creator>
				<category><![CDATA[Marketing Mistakes]]></category>
		<category><![CDATA[call-to-action]]></category>
		<category><![CDATA[challenger brands]]></category>
		<category><![CDATA[leadership]]></category>
		<category><![CDATA[niche marketing]]></category>

		<guid isPermaLink="false">http://marketingsmart.gumas.com/?p=622</guid>
		<description><![CDATA[Thinking outside the box has long been in vogue. But what about “acting” outside the box? In his latest book, Poke the Box, author Seth Godin makes a case for not only thoughts that exceed the limits of the box but actions as well. Challenger Brands are challengers because they challenge the status quo. They [...]]]></description>
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		<title>Marketing Mistake #7: Confusing Brand Position, Brand Promise and Brand Message</title>
		<link>http://www.marketingsmart.gumas.com/marketing-mistake-7-confusing-brand-position-brand-promise-and-brand-message/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=marketing-mistake-7-confusing-brand-position-brand-promise-and-brand-message</link>
		<comments>http://www.marketingsmart.gumas.com/marketing-mistake-7-confusing-brand-position-brand-promise-and-brand-message/#comments</comments>
		<pubDate>Wed, 01 Jun 2011 16:49:16 +0000</pubDate>
		<dc:creator>Gumas</dc:creator>
				<category><![CDATA[Marketing Mistakes]]></category>
		<category><![CDATA[brand messaging]]></category>
		<category><![CDATA[brand positioning]]></category>
		<category><![CDATA[brand promise]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[challenger brands]]></category>

		<guid isPermaLink="false">http://marketingsmart.gumas.com/?p=613</guid>
		<description><![CDATA[Challenger Brands know that a brand position is an expression of the value that their brand has in the mind of the consumer when compared to other brands. They further recognize that they must be able to voice what distinguishes them from their competitors – the more that distinctive quality is sought after, the stronger [...]]]></description>
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		<title>Marketing Mistake #40: Believing Celebrity Endorsements Are Cost Prohibitive</title>
		<link>http://www.marketingsmart.gumas.com/marketing-mistake-40-believing-celebrity-endorsements-are-cost-prohibitive/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=marketing-mistake-40-believing-celebrity-endorsements-are-cost-prohibitive</link>
		<comments>http://www.marketingsmart.gumas.com/marketing-mistake-40-believing-celebrity-endorsements-are-cost-prohibitive/#comments</comments>
		<pubDate>Wed, 11 May 2011 21:46:54 +0000</pubDate>
		<dc:creator>Gumas</dc:creator>
				<category><![CDATA[Marketing Mistakes]]></category>
		<category><![CDATA[celebrity endorsement]]></category>
		<category><![CDATA[challenger brands]]></category>
		<category><![CDATA[product placement]]></category>

		<guid isPermaLink="false">http://marketingsmart.gumas.com/?p=609</guid>
		<description><![CDATA[According to a recent analysis from Starch Advertising Research, celebrity endorsements provide nearly a 10% lift in print ad readership, with boosts ranging from 7% for sports celebrities to 15% for entertainment celebrities. Challenger Brands understand that contracting with a celebrity is not as difficult or as expensive as it might seem. In fact, they [...]]]></description>
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		<title>Marketing Mistake #76: Befriending Everyone</title>
		<link>http://www.marketingsmart.gumas.com/marketing-mistake-76-the-mistake-befriending-everyone/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=marketing-mistake-76-the-mistake-befriending-everyone</link>
		<comments>http://www.marketingsmart.gumas.com/marketing-mistake-76-the-mistake-befriending-everyone/#comments</comments>
		<pubDate>Wed, 27 Apr 2011 22:01:53 +0000</pubDate>
		<dc:creator>Gumas</dc:creator>
				<category><![CDATA[Marketing Mistakes]]></category>
		<category><![CDATA[challenger brands]]></category>
		<category><![CDATA[Marketing Communications Audit]]></category>
		<category><![CDATA[social marketing]]></category>
		<category><![CDATA[social media marketing]]></category>

		<guid isPermaLink="false">http://marketingsmart.gumas.com/?p=598</guid>
		<description><![CDATA[The average Facebook user has 130 friends. Making friends on social networking sites can be very addictive. It&#8217;s not uncommon for individuals to have hundreds of “friends” or, more accurately stated, “acquaintances”. But, Challenger Brands understand the importance of real and meaningful connections and that they cannot be all things to all people. You want [...]]]></description>
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		<title>Marketing Mistake #30: Not Hiring a CVO</title>
		<link>http://www.marketingsmart.gumas.com/marketing-mistake-30-not-hiring-a-cvo/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=marketing-mistake-30-not-hiring-a-cvo</link>
		<comments>http://www.marketingsmart.gumas.com/marketing-mistake-30-not-hiring-a-cvo/#comments</comments>
		<pubDate>Wed, 13 Apr 2011 23:16:02 +0000</pubDate>
		<dc:creator>Gumas</dc:creator>
				<category><![CDATA[Marketing Mistakes]]></category>
		<category><![CDATA[challenger brands]]></category>
		<category><![CDATA[internal marketing]]></category>
		<category><![CDATA[surveys]]></category>

		<guid isPermaLink="false">http://marketingsmart.gumas.com/?p=595</guid>
		<description><![CDATA[Challenger Brands instinctively realize the value that a Chief Values Officer (CVO) can bring to their organization. Because Challenger Brands operate in an authentic and transparent nature, the CVO offers the reality check necessary for the company to remain true to its core values. And, before you start to think that we&#8217;re suggesting you add [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Marketing Mistake #10: Always Doing Things Right</title>
		<link>http://www.marketingsmart.gumas.com/marketing-mistake-10-always-doing-things-right/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=marketing-mistake-10-always-doing-things-right</link>
		<comments>http://www.marketingsmart.gumas.com/marketing-mistake-10-always-doing-things-right/#comments</comments>
		<pubDate>Sat, 02 Apr 2011 00:48:03 +0000</pubDate>
		<dc:creator>Gumas</dc:creator>
				<category><![CDATA[Marketing Mistakes]]></category>
		<category><![CDATA[brand advocate]]></category>
		<category><![CDATA[challenger brands]]></category>
		<category><![CDATA[customer retention program]]></category>

		<guid isPermaLink="false">http://marketingsmart.gumas.com/?p=582</guid>
		<description><![CDATA[All reputable companies strive to do things right. It&#8217;s hard to maintain a sense of order and consistency without some sense of direction. Typically, policies and procedures provide the guide to that sense of order. But customers do not easily warm up to policies and procedures even when alerted to them early in the relationship. [...]]]></description>
		<wfw:commentRss>http://www.marketingsmart.gumas.com/marketing-mistake-10-always-doing-things-right/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Marketing Mistake #29: Becoming Fungible</title>
		<link>http://www.marketingsmart.gumas.com/marketing-mistake-29-becoming-fungible/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=marketing-mistake-29-becoming-fungible</link>
		<comments>http://www.marketingsmart.gumas.com/marketing-mistake-29-becoming-fungible/#comments</comments>
		<pubDate>Wed, 16 Mar 2011 17:32:31 +0000</pubDate>
		<dc:creator>Gumas</dc:creator>
				<category><![CDATA[Marketing Mistakes]]></category>
		<category><![CDATA[brand acceptance]]></category>
		<category><![CDATA[brand awareness]]></category>
		<category><![CDATA[challenger brands]]></category>

		<guid isPermaLink="false">http://marketingsmart.gumas.com/?p=577</guid>
		<description><![CDATA[What would you prefer, a very large number of individuals aware of your brand or a fraction of that number accepting your brand? Challenger Brands can answer that question unequivocally, as they don&#8217;t have the luxury of being able to chase brand awareness. Challenger Brands seek brand acceptance from the onset. What does it take [...]]]></description>
		<wfw:commentRss>http://www.marketingsmart.gumas.com/marketing-mistake-29-becoming-fungible/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Marketing Mistake #52: Not Seeking Greatness – Part 2</title>
		<link>http://www.marketingsmart.gumas.com/marketing-mistake-52-not-seeking-greatness-%e2%80%93-part-2/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=marketing-mistake-52-not-seeking-greatness-%25e2%2580%2593-part-2</link>
		<comments>http://www.marketingsmart.gumas.com/marketing-mistake-52-not-seeking-greatness-%e2%80%93-part-2/#comments</comments>
		<pubDate>Thu, 03 Mar 2011 00:06:57 +0000</pubDate>
		<dc:creator>Gumas</dc:creator>
				<category><![CDATA[Marketing Mistakes]]></category>
		<category><![CDATA[challenger brands]]></category>
		<category><![CDATA[leadership]]></category>

		<guid isPermaLink="false">http://marketingsmart.gumas.com/?p=566</guid>
		<description><![CDATA[In the previous edition we discussed the hierarchy of leadership theory espoused by author Jim Collins (Built to Last and Good to Great) and recounted the professional side of the attribute ledger for level 5 leadership, and the commonality to Challenger Brands. The following are the personal attributes of a level 5 leader: Expresses a [...]]]></description>
		<wfw:commentRss>http://www.marketingsmart.gumas.com/marketing-mistake-52-not-seeking-greatness-%e2%80%93-part-2/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Marketing Mistake #51: Not Seeking Greatness – Part 1</title>
		<link>http://www.marketingsmart.gumas.com/marketing-mistake-51-not-seeking-greatness-%e2%80%93-part-1/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=marketing-mistake-51-not-seeking-greatness-%25e2%2580%2593-part-1</link>
		<comments>http://www.marketingsmart.gumas.com/marketing-mistake-51-not-seeking-greatness-%e2%80%93-part-1/#comments</comments>
		<pubDate>Wed, 16 Feb 2011 18:14:47 +0000</pubDate>
		<dc:creator>Gumas</dc:creator>
				<category><![CDATA[Marketing Mistakes]]></category>
		<category><![CDATA[challenger brands]]></category>
		<category><![CDATA[leadership]]></category>

		<guid isPermaLink="false">http://marketingsmart.gumas.com/?p=552</guid>
		<description><![CDATA[As any follower of this column knows, we are fans of researcher and author Jim Collins (Built to Last and Good to Great) in that the qualities that “make up great companies” and “make companies great” are also qualities possessed by true Challenger Brands. In his book Good to Great, Collins suggests a hierarchy of [...]]]></description>
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