Archive for the 'Strategy' Category
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 […]
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 […]
Too busy to think
June 3rd, 2006Seth Godin wrote about “Marketing potholes” we all tend to fall into. My take on this article is that marketers (or the people in an organisation charged with marketing) spend most of their time on the tactical side of the fence (doing budgets, promotions, meet and greets) and far too little time on big […]
“Our product is so unique that it has no competition.”
May 20th, 2006Guy Kawasaki wrote this in his top 10 marketing mistakes and although there are a number of other good ones, this one I have heard in different disguises in the market place;
“Our product is so unique that it has no competition.” (Maura Welch). It has no competition for two possible reasons: (a) You’re clueless and […]
How is technology changing marketing?
May 16th, 2006- How we manage our relationships
- How we communicate with our customers, partners and prospects
- How we develop new ideas for products and services
- How our customers look for us
- How we look for our customers
- How we monitor our competitors
- How we monitor customer satisfaction
- How we source our products
- How we sell to […]
Why advertising agencies don’t advertise
May 4th, 2006Re:Focus: Why Don’t Ad Agencies Advertise?
I love this; it really is a good question. Seth Godin highlighted this article from April 17, 2006 issue of BrandWeek written by SinekPartners CEO, Simon Sinek.
So why don’t they advertise? The article notes that advertising agencies find PR much more effective than simply advertising. Why don’t they practice what […]
