Archive for the 'Strategy' Category
If “the customer experience” is so important, what’s the plan?
August 8th, 2007Peter Kim from Forrester’s talks about “Turning Customer Experience Into A Competitive Weapon”.
New Forrester research with American Banker indicates that 97% of banking executives indicate that focusing on customer experience is important to competitiveness over the next three years.
So they all agreed that it is important to focus on, 97% of them. Here is what […]
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 […]
Market Focus and Position - Accenture report
April 18th, 2007High Performance Business High-level Overview
Accenture, positioning itself as the experts on “High Performance”, have some interesting findings in their research into this subject that every marketer should read. This bit from their exec summary:
And how do high performers achieve these feats? Our research has identified the “how” as the building blocks of high performance:
Market Focus […]
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 […]
Advertising agencies are not the real problem
March 27th, 2007I like High Mcleod’s thoughts on marketing. He’s insightful and by all accounts walks the walk as well as talking the talk with regard to leading edge marketing. In his post “advertising 2.0 doesn’t exist” he has (among other things) a good crack at ad agencies, their relevancy and their role.
But is the problem really […]
A discussion on branding on BlogTalk Radio
March 1st, 2007Yesterday I participated in a round table discussion with some great people talking about brands and branding. It took place on BlogTalkRadio; the people involved were:
Wayne Hulbert, from blogbusinessworld who hosted the show, Mike Wagner - ownyourbrand, Valeria Maltoni - conversationagent, Derrick Daye - brandingstrategyinsider, John Moore - brandautopsy, Drew McLellan - drewsmarketingminute and Mike […]
When more is less
January 19th, 2007I recently had a chat with the CEO of an industry association who showed a great understanding of brand value. Traditionally, membership organisations like this rely on subscription revenue to grow, so it would be logical to simply flog as many memberships as you can.
The problem is that the key value of this brand is […]
Is this the greatest challenge in modern marketing?
November 28th, 2006Do you remember when you had to choose a home loan? Or car insurance? Or a printer? Did you go online? How many choices did you have? Did it make you happy having those choices? Barry Schwartz says it didn’t.
In “The Paradox of Choice” Barry Schwartz tells us that all this choice doesn’t make […]
How “permission marketing” got hijacked
October 9th, 2006Seth Godin published his book “Permission Marketing” in 1999 and challenged the way we think about gaining and keeping customers. In a nutshell, it argues that the traditional ways of marketing and advertising are not sustainable; we are exposed to so many messages every day (up to 3,000 a day, from magazines, televisions, radio, email, […]
Tweaking a website rather than re-building
September 20th, 2006It wasn’t my idea, but I am happy to promote it. We need people who can “tweak” websites in this world. The idea is that many websites could significantly improve their performance without being re-built from scratch. Small changes to design, layout, content that can improve the websites performance. In the same way cars can […]
