Archive for the 'Marketing definitions' Category
The Brand Gap - must see slideshow
December 17th, 2007Sometimes other people tell the story so well, you just get out of the way.
Click through to this simple, powerful presentation.
“Director, Differentiation Strategy” is a title at Boeing
November 19th, 2007Boeing Blog: Randy’s Journal: Dashing -8
Randy Baseler, CEO of Boeing and noted CEO blogger writes: “My colleague Blake Emery, who has the unique title of Director, Differentiation Strategy…”
What a great idea. A person whose sole focus is to differentiate the brand, the products and the services from competitors. It’s explicit, it’s on the agenda. I […]
Jack Trout on CEO’s - via Branding Strategy Insider
May 29th, 2007Derrick Daye from Branding Strategy Insider met with Jack Trout, the marketer who developed the classic “Positioning” concept with his co-author Al Ries. It’s an interesting read, and this is one of the thoughts Jack shared with Derrick:
Not enough CEO’s are intimately involved in the marketing process. They are the ones usually failing.
He has […]
Jack Trout and Al Ries - the record set straight
April 3rd, 2007I emailed Jack Trout to let him know about the wikipedia entry on Positioning which showed the names of Gary Sinclair and Mart Reilly as the authors of his (and Al Ries’) legendary marketing book. Between my email and my blog post on the subject, someone has changed it back to “Jacques Trout” (Jacques??) and […]
Jack Trout never wrote “Positioning: The Battle for Your Mind”.
April 1st, 2007Well, not according to Wikipedia anyway. This is the entry:
A product’s position is how potential buyers see the product. Positioning is expressed relative to the position of competitors. The term was coined in 1969 by Gary Sinclair and Marty Reilly in the paper “Positioning” is a game people play in today’s me-too market place” in […]
On, off, below, above…”line” marketing is dead
March 6th, 2007The old marketing (read advertising) paradigm thinks along lines:
Above the line – broadcast advertising, tv, print etc
Below the line – direct mail, one-to-one marketing, CRM
Online – any internet driven marketing activity or structure
Off-line – any marketing activity that is not using the internet
Its a redundant idea.
Customers see no lines. They don’t care. They are not […]
Definition of marketing #3
January 22nd, 2007Wikipedia is getting more relevant, useful and influential every day. I had a look at the “Marketing” entry and thought that their “definitions” section. It provides a good illustration why people struggle so much with the definition of something that is “almost as old as humanity itself.”(See “History” section)
This is the opening definition: “Marketing is […]
Marketing definitions #2: Seth Godin
August 31st, 2006Seth Godin’s marketing definition from his recent post :marketing morality.
“Marketing (the use of time and money to create a story and spread it)
If I get you right here Seth, “the story” is everything you do to be remarkable, from your product/service to the customer experience, the price; everything.
“Spreading it” however is […]
The trouble with the definition of marketing
August 28th, 2006I started my marketing consulting/services business based on the realisation that many small and medium businesses in the B2B sphere have few, if any, dedicated “marketing” resources. What I mean by that is there are few people with “marketing” in their title, or people who are formally charged with “marketing”.
Those people with “marketing” in their […]
Who’s in charge of “Marketing”?
August 12th, 2006The confusion of what marketing is, should be, or should do is never going to stop. We’ll need a new word. Seth Godin wrote about “The myth of the CMO” (Chief Marketing Officer) on his blog, the myth being the fact that they are in charge of marketing.
I feel sorry for Judy Verses. She’s the […]
