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Old Is Wrong. New Is Right. (A Fool’s Guide to Marketing.)
Brands are dead. Advertising is dead. Marketing is dead. All one need do is Google* any one of these terms for proof. Right? Yes, marketing has (and is) changing at an astonishing pace. As is business,...
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The Numbers Don’t Lie. (They can’t tell the whole truth, either.)
Is measurement inherently bad for marketing? Of course not. It’s when measurement becomes a replacement for insight and experience that the problem begins. And today, more and more, that’s exactly...
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Marketing Services: Should You Build or Buy?
While I was courting the business of a Fortune 500 company last year, the company’s CMO turned to me and said, “You know, I can hire people to do everything but think.” The company’s marketing staff –...
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“That’s a Lot to Pay for Your Thinking.” (or) What is Marketing Strategy,...
Earlier this year, I met with a prospective client of a large, regional organization, who seemed eager to re-energize his company’s corporate brand. “We really need to develop a new platform for all of...
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Innovation. Validation. Craft. (What Marketing Organizations Lack Most.)
Most marketing organizations have learned to live much ‘closer to the sale’ than in years past. Lean and efficient, today’s marketing department can ‘make’ more marketing tools than ever before. But in...
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The One, Big Idea That Can Drive Marketing Success.
“Capital isn’t that important in business. Experience isn’t that important. You can get both of these things. What is important is ideas.”...
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Beyond Survival: Brand As Competitive Edge In Today’s Business Environment
Investing in a strong brand is one of the single most important efforts that an enterprise can undertake to ensure continued relevance and growth in a rapidly changing market. Unfortunately, many...
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The Marketing Shift: Rise of the Direction Company
Every day, more and more companies heed the prevailing notion that to successfully manage their own brands and marketing conversations with customers, they must build internal staff to do so. And to a...
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