Strategy, Marketing & Big Ideas
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Dear CMO: In one corner, the reigning industry champion, weighing in at a few billion in revenue, with massive budgets, headcount and resources. In the other corner, the local favorite – considerably smaller, home grown, and a dangerous scrapper. The heavy weight versus “one of us.” My money’s on the little guy. The importance of [...]
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Dear CMO: I was sitting in a coffee shop yesterday with a colleague of mine – another influence strategist, as luck would have it – and we both watched an unfolding vignette that would go on to animate not only some of the best in social influence, but also how subtle nuances can fall flat. [...]
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Dear CMO: You know what else testimonials can do? You already know that they help you close new customers because under conditions of uncertainty we always look to many similar others to help us figure things out. We “satisfice.” We go with the first acceptable answer and move on, because we’re really very busy. But [...]
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Dear CMO: For every pundit who proclaims that smart brands don’t cut marketing in bad economic times there are a thousand business owners who know differently. Everything tightens up when demand is down and marketing is no exception. Why do we assume we shouldn’t cut marketing when everyone – including us! – is reducing what [...]
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Dear CMO: We’ve talked often about how reciprocity and liking play into the signal strength of your social media and branding message. One area we haven’t discussed at length is the role of scarcity and it’s been hiding in plain sight as one of the most powerful tools in your online arsenal. Scarcity is buzz. [...]
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