Strategy, Marketing & Big Ideas
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(This is the second in a two-part blog-exchange on brand decision-making I’m doing with Denise Lee Yohn. I kicked things off last week with a post called “Killing Retail Giants” and today Denise answers the questions I posed to her about retail small businesses. We’re both teaching sessions in the Marketing Profs University course, Marketing Your Small [...]
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Don’t Buy This Jacket. Outdoor athletes – the real high achievers, in particular – understand Patagonia’s tagline. And Patagonia’s tagline clearly shows that they understand their core market to a remarkable degree. That’s nice, for a change. Outdoor enthusiasts do things that the rest of us don’t. They spend time on mountains. In winter. On [...]
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“In the land of the blind, the one eyed man is king.” I’ve noticed something over the years, both as a corporate executive and as a consultant: if you’re the guy in the room with a point of view – someone who has a vision of where the ship needs to go and how [...]
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For all you out there looking to “completely change the game,” take heed. Sometimes it’s easier to win the game you’re in. I have a hunch that has yet to be borne out completely in the real world of results, but hear me out anyway. I think that the explosion of e-readers has changed the book [...]
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I have three questions for you if you plan on killing the giant in your industry. How are you going to become a bigger idea than the category you play in? How do you plan to change how the world thinks about what you do? What is the missing 3rd piece of the puzzle that [...]
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