Strategy, Marketing & Big Ideas
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Dear CMO: In Texas Hold ‘Em, you’ve got up cards — ones that everyone can see — and down cards — the ones that are face down, that only you can see. Same as in marketing. We all have the obvious, the face-value, and the surface issues. I want performance. I want a lower cost. [...]
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Dear CMO: It’s that time of year, when pundits of all shapes, readerships and sizes put their prognostications out for all to see. We won’t spend too much time on last year’s resolutions for fear of dwelling on the past. Next question, please. If a quick glance at Drudge tells us anything, it’s not [...]
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Dear CMO: You and I have seen this movie a thousand times. Someone with little comfort in the marketing discipline says, “we don’t need to do ‘marketing’… this is what my sales people are supposed to do all day long…” One of several things probably happens to you at a time like this. The twitch comes back. You slowly [...]
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Dear CMO: Why do people say “discount” like it’s a bad word? This is nonsense. If you’re in a price elastic market and occasionally sell your wares to non-millionaire playboys, pricing is often the difference between window shopping and revenue. We don’t always have to confuse “marketing” with “premium positioning,” although this happens more often [...]
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Dear CMO: I mentioned a few posts ago how my first week of Twitter went. I’m still trying to push my way into the 5% of traffic that can be considered “signal” as opposed to the 95% that we all know is “noise.” I strive to avoid fatuous statements of self-aggrandizement (“Darn, I just spilled [...]
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