Some businesses are even forced to fold because of their embarrassing mistakes in marketing and sales. We can learn from them.

KNOWING YOUR TARGET GROUP In 1996, McDonalds introduced its Arch Deluxe. The burger cost more than standard one and was aimed at “urban sophisticates”. Hmm, no one bought it. This was outside McDonald’s target group based on psycho- and demographic characteristics.

UNDERSTANDING THE LANGUAGE & CULTURE Mitsubishi completely collapsed selling Pajero in Spain. The company embarrassed the market with the name ”pajero”, which means “masturbator” in slang. No driver wants to call himself “wanker”?

Copy strategy or naming, which is a daily basis task in DM2 Agency, requires collecting so many data and information. This part has to be done before the creative, the most exciting, appears.


About the Author:

DOROTA IWANKIEWICZ, FCIM | Senior Strategic/Marketing Professional | External&Internal Branding Specialist | CIPD & CILEx member | Dorota combines 20 years of experience and constant development in the range of influencing people as a senior marketing/strategic professional and a managing director conducting manufacturer's projects. As a senior marketing professional: she accompanies DM2 Agency’s clients to achieve their defined goals, using knowledge and rich resources from neuromarketing, behaviourism, psycholinguistics. Dorota is the author of an educational programme about the art of persuasion, protected by the intellectual property law and implemented by the best Polish universities, and she is a co-leader of business workshops cooperating with the top law’s firm from City London. Her portfolio, gathered for many years, represents examples of effective marketing&PR campaigns eg. VISA, Mastercard, GSK, British America Tobacco, Geberit. She was a leader in European transitional programme (cooperation: Poland and UK) focused on training systems in order to develop employability, improving the labour market according to EU programme Europe 2020 growth and jobs strategy. Dorota is future-focused, inquisitive and open-minded; seeks out evolving and innovative ways to add an irresistible value to the clients/organisations. She consistently leads by example, acts with integrity, impartiality and independence, balancing individual, organisation and legal parameters. EXPERTISE: Leadership and Management | Communications strategy | Negotiations | Neuromarketing | Public Relations | Employer Branding | Employment Law | Psycholinguistics

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