Strategy

A Lost Art: Putting a Face on Your Brand

By Steve Patti ⋅ July 9, 2010 ⋅ Post a comment

Many people think branding is comprised of a logo and color scheme, but brand design is only one of three brand components — do you know the other two? Ensure your brand strategy is complete prior to sales engagement or you’ll be viewed as more background noise by prospects.

When Healthcare Professionals Receive the Wrong Diagnosis

By Steve Patti ⋅ February 9, 2010 ⋅ One comment

Despite their academic pedigree, physicians and healthcare insurance providers continue to receive the wrong diagnosis for their sales ills. Confusing advertising for marketing can be dangerous — particularly when the research shows the latter is what drives sales.

Marketing Lessons from a Fisherman

By Steve Patti ⋅ July 30, 2009 ⋅ Post a comment

This post examines the planning a fisherman employs to ensure a successful catch. In most cases, it’s more rigor that the average marketer invests in a multi-million dollar ad campaign. Where do you rate?

The Best Offense is a Good Defense: Why Retention Matters

By Steve Patti ⋅ July 13, 2009 ⋅ Post a comment

This blog post revisits why retention is key during slowing economic times. It is more effective, offers superior ROI, and forces marketers to examine/improve the brand experience.

The $50 Billion Gamble and Why Ads (alone) Don’t Sell Products

By Steve Patti ⋅ June 2, 2009 ⋅ 3 comments

GM’s woes and need for $50B in capital is a symptom — the cause is their refusal to connect with customers, listen, and respond. Let’s hope they get it right this time around.

Marketers: We’ve Seen the Enemy — and It’s Us

By Steve Patti ⋅ May 9, 2009 ⋅ One comment

This post comments on marketers being their own worst enemies for lack of change. Fear, apathy, laziness, and other factors combine to paralyze implementing the ideas of best-selling experts.

Removing the Blindfold When Making Budget Cuts

By Steve Patti ⋅ March 2, 2009 ⋅ Post a comment

This post highlights the value of using monitoring the social web and analyzing sales funnel performance to better understand ROI and the performance of marketing tactics when considering budget cuts.

Doug Hall is on to Something: End the Marketing Madness

By Steve Patti ⋅ February 18, 2009 ⋅ Post a comment

This post prompts marketers to self-examine their positioning and marketing culture. Tricks/offers work to stimulate short-term sales, but are you engaged in meaningful marketing to build long-term ROI?

Why You Need to Continually Assess Your Brand Position

By Steve Patti ⋅ January 29, 2009 ⋅ Post a comment

If you intend to write an annual marketing plan, then you also need to assess your brand position as part of the process. You’ve probably heard people reference “needing to get from point A to point B” to describe their career, business, or other aspects of their life. Sounds simple, right? …. or is [...]