Strategy, Marketing & Big Ideas
Posts tagged as:
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.” But when should you listen to these pundits and actually increase your marketing spend in bad economic times? Here are three cases to consider: When our marketing puts us [...]
{ 0 comments }
Dear CMO: Politics and products both have the same needs, but live in different time frames. Where one is a sprint with a finish line – usually an election — the other exists freely in space, proving its relevance over an extended period of time. This makes drawing parallels between the branding of politicians and [...]
{ 0 comments }
Dear CMO: There’s something awkward about working in an un-sexy industry at this point in history. I think it’s because we’re all so accustomed to Web 3.0 Disruptive Paradigm Busting Blue Ocean Disintermediating E-Enabled Strategies that we glaze over when someone actually comes along with a business model that, well, just “makes money.” Whatever that [...]
{ 0 comments }
Dear CMO: In our recent discussions on “thin ice” and positioning in general, it’s become evident that you can’t be “for” something unless you’ve got something else that you can conveniently be “against.” You can’t take a pro- “take pride in your beer” unless there’s a “beer not worth being proud of” out there potentially [...]
{ 0 comments }
Dear CMO: Ready for a quiz? Pick a brand at random. Say its tag line out loud. Now, ask yourself whether any of your chosen brand’s competitors could walk up to the proverbial microphone and deliver that same tag line with just as much confidence and justification as your brand X did. Could they? Probably. [...]
{ 0 comments }
Download our FREE E-Book 'This Sentence Has 5ive Words: Eigen Values, Creating Truisms and the Future of Marketing.'
