Strategy
New Endangered Species: The Brand Positioning Statement
Clearing up the confusion between brand positioning and mission, vision, values statements — particularly for financial institutions.
Growth Through Focus
Last week we wrote a post that addressed a couple of key strategic planning questions that executives must ask themselves in the face of limited resources, an ailing global economy, and increasing pricing pressure. Booz & Co. suggests that rather than seek increased revenues and profits by expanding products and markets, companies should follow a [...]
Gaining Strategic Focus
Strategic planning in a poor economy requires focus — doing fewer things, but with excellence. Here are two key questions to ask yourself to ensure you are in focus.
A Lost Art: Putting a Face on Your Brand
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
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
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
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
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
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
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.
All logos, brands and trademarks are the property of their respective owners. All rights reserved.
Recent Comments