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Bob Fiddler

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President, The Fiddler Group

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Bob Fiddler is a marketing professional with over 30 years experience at Fortune 500 consumer companies and business service firms. He has been a copywriter, art director, creative director and senior manager. For the past ten years, he has been ...

Bob Fiddler is a marketing professional with over 30 years experience at Fortune 500 consumer companies and business service firms. He has been a copywriter, art director, creative director and senior manager. For the past ten years, he has been principal at The Fiddler Group, an integrated brand communications company that specializes in developing strong brands — from strategy through execution. He holds a MS in Advertising from the Medill School of Northwestern University and is an Adjunct Professor of Marketing at Georgetown University.

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WEB: Brand-O-Matic! Blog

April 25, 2011

Bob Fiddler and 1 other person answered this question

what is a brand...how does it differ from a product

A brand is the accumulated set of perceptions, feelings and expectations about a company or product. You could think of it as the stuff you think and feel when you see a logo, or hear a brand name. A product is a physical or virtual ... more

Jan. 26, 2011

Bob Fiddler and 2 other people answered this question

Why can't sales & marketing just get along?

Good question. Sales and Marketing always seem to be at odds, even though sales is a marketing function, just as advertising is. (All activities that move the product or service through the pipeline are "marketing.") A well developed integrated marketing communications program would integrate sales ... more

Marketing Alignment

Jan. 26, 2011

Bob Fiddler and 5 other people answered this question

How can you leverage social media sites like Facebook to help grow your email marketing lists?

Setting up a sign-up page is the easiest way to develop a list from Facebook. Youcan incent it with a white paper, ebook, sweepstakes, etc. or not. more

Email Marketing

Email Marketing Campaigns

Jan. 24, 2011

Bob Fiddler and 7 other people answered this question

What will be the "hot topic" in the b2b marketing blogosphere this year?

What are the returns on social media?

Jan. 24, 2011

Bob Fiddler and 11 other people answered this question

Why do people prefer content that is displayed in list form?

I don't know that people do prefer reading content in list form. In fact, I recall research that seemed to show that bullets and lists tend to bore people. However, people are attracted to titles like "x Ways to (Fill In The Blank)" because they ... more

Content Marketing

Jan. 21, 2011

Bob Fiddler and 3 other people answered this question

Did Kraft make a mistake using "The Golden Voice" in their tv ad?

He's not a spokesperson; just a voiceover artist. Kraft got a decent VO track, 31 million views, and some good press for being helpful, but shouldn't receive any of the bounce back from Mr. Williams's relapse. It's win-win for Kraft. more

Jan. 19, 2011

Bob Fiddler answered this question

How should Groupon respond to Living Social's offering of a $20 Amazon gift card for $10?

That's a great offer. But I don't think Groupon can get into one-upping every other social voucher program every time they post a great deal. That's the beauty of a deal a day. more

Jan. 19, 2011

Bob Fiddler and 2 other people answered this question

How can Groupon continue to differentiate its brand from competitors springing up like LivingSocial?

This article is really less about differentiation than about loyalty, for which he has a few good ideas. What Groupon offers — deals — is very simple and easily replicable. They've differentiated to some degree on the basis of their cute-sy copy style. But that ... more

Brand and Product Strategy

Nov. 15, 2010

Bob Fiddler and 6 other people answered this question

What department should have responsibility for branding?

Much depends on how large your organization is, how it's structured and the details of the brand itself.
First of all, everyone in the organization is responsible for understanding the brand and being able to communicate about it. Everyone is a brand ambassador. In a larger ... more

General Management

Brand Awareness

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