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Marketing Strategy

  • Insight: Rebranding recipe

    Insight: Rebranding recipe

    Have you wondered why an organization's rebrand doesn't seem particularly right?  That maybe they missed something along the way?  A bad rebrand can mean that at best, that the expected benefits aren't delivered, and at worst, the brand is ridiculed in the market. There are no shortage of these flubs - [More]

  • Pricing strategy

    Pricing strategy

    If you are a service provider, how do you set your price? And if you are a buyer, how do you know whether the price that you are given is reasonable? Beyond the obvious, price itself is an indicator of a number of factors: value, credibility of the service provider, [More]

  • Digital Governance

    Digital Governance

    In the olden days, "digital" meant getting a computer on your desk, and learning how to use newfangled spreadsheets or word processing programs. At some point later, "digital" meant email.  Today, it encompasses the broad range of technologies from the web, to social media, to marketing automation, CRM, mobile, and more.  It encompasses internal [More]

  • Brand Building: Strong On the Inside

    Brand Building: Strong On the Inside

    How much does your organization spend on your brand? Usually, this question yields answers in the following spending categories: research, logo design, collateral production, messaging, and ads. And maybe content,  Social Media, and a few other things. While all of these are important, this list is missing the two fundamental delivery mechanisms [More]

  • Eleven Key Marketing Automation Sequences

    Eleven Key Marketing Automation Sequences

    Back in the dark ages of the internet, marketing was simple: send a monthly ezine, sales offers, and any other buzzworthy content down the pipe and a certain percentage of people will “convert.” Money automatically transferred into your account as the list was monetized.  Today, it’s no longer that simple. [More]

  • Viewpoint: the Unintended Consequences of Low Fidelity

    Viewpoint: the Unintended Consequences of Low Fidelity

    It wasn't that many years ago that both people and organizations craved higher and higher fidelity: 7.1 Dolby Digital sound, Ultra High Definition TV screens, and so on. Today though, mobile (and digital) is driving size in the other direction: smaller. An unintended consequence, however, is that the fidelity of the user experience has also dramatically [More]

  • Today Marketing or Tomorrow Marketing

    Today Marketing or Tomorrow Marketing

    Think what it was like to be Lewis Downing Jr:  Back in the mid-late 1800's, he was the President of the Abbot-Downing Company, one of America's most celebrated stagecoach manufacturers.  He was at the top of his game, literally opening up the west with his vehicles.  Lewis Downing Jr. supported an entire [More]

  • Methodology, Standardization, Effectiveness, and Efficiency

    Methodology, Standardization, Effectiveness, and Efficiency

    Have you ever wondered how Starbucks, Mcdonalds, or any global retailer guarantees both consistent service and consistent food quality?  Or how KPMG, Baker & McKenzie, or any global advisory firm provides the same quality of work, no matter the jurisdiction? Behind every successful french fry, coffee, or advisory engagement is [More]

  • Exceeding Expectations

    Exceeding Expectations

    Two people walk into the campground office. The park ranger warns that there are bears - and that it is dangerous. The first camper quickly replies - "that won't be a problem". The ranger says, "I hope you can run fast - very fast".  "Not really," the camper replied. "But [More]

  • Real World or Digital

    Real World or Digital

    Despite the near ubiquity of Social Media, you can't say hello to your Starbucks barista there.  Putting aside Zoom, which isn't Social Media anyway, you can't see your team's body language during a meeting.  You can't celebrate with friends and family in real-time.  Everything seems to be in 2D - [More]

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