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Know Thy Category: A key in marketing communication strategy
It starts with the category. That’s the way our brains work. We think category first, then brand. A very contagious disease is spreading rapidly across the globe: infobesity. It’s an epidemic we’ve discussed previously. If information were calories, we’d all be obese. Infobesity has affected the human attention span.
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Growth Strategy: Grow your company by growing your reach
Marketers have heard for generations that 80 percent of our business comes from 20 percent of our customers, but a strong case can be made that this generalization doesn’t much apply anymore — if it ever did. Pareto PrincipleYou might have heard of the Pareto Principle.
View Web PagePR and Digital Marketing: PR’s storytelling heritage helps boost brands’ online traction
A few short years ago, not many would have connected public relations folks with the digital revolution. But a funny thing happened along the way. PR and digital marketing got hitched. In the late 1990s, the so-called digital revolution gained a toehold as web development boomed.
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Every business should be building an economic moat
When investing in a company, Warren Buffett looks for those who are building an “economic moat. ”
The term is apt. Just as a watery moat protects a castle, building an economic moat is the protection a business gains by virtue of its competitive advantages.
Merging Data and Creative: Path to head goes through heart
Like scientists, many business folks have a deep-rooted belief that if they have all the information — all the data — they’ll be able to come up with the precise solution. We want to believe things don’t happen by chance.
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Business Growth: When is ‘too big’ too big?
Google, Amazon, Apple, Facebook and Microsoft are in a five-horse race to dominate global business. Does it feel like we’re getting close to something big, dramatic or maybe even bubble-bursting?
Things seem to be changing at a faster pace. Business growth is at an all-time high.
AI-Powered Marketing Offers One-to-One Personalization
AI-powered marketing is a buzz term in most of the online marketing pubs we read. A question typically posed is: Do any of us know how artificial intelligence will affect our marketing efforts? The answer is: not perfectly. Yet AI-powered marketing is beginning to show glimpses of viable use.
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Differentiation in Business: A marketing lesson from Mickey Mouse
Winning brands are desirably different in consumers’ minds. Differentiation in business is what helps them win.
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Effective Advertising: Big question is whether to entertain or inform
Every ad person wrestles with the conundrum whether effective advertising should focus more on entertaining or more on informing.
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Southwest Airlines: Aligning business strategy to brand positioning
Anyone who has been lost at Chicago’s O’Hare International Airport knows the secret to effective marketing. First, determine where you are. Next, figure out where you want to be. And, finally, craft a plan to get there. That’s the equation for finding and executing effective business strategy.
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