Read. A lot.
Write. Often.
Edit. Ruthlessly.
Have someone else read it and give you honest feedback.
Experience matters.
Write. Often.
Edit. Ruthlessly.
Have someone else read it and give you honest feedback.
Experience matters.
Showing posts with label branding. Show all posts
Showing posts with label branding. Show all posts
Wednesday, September 12, 2012
Friday, September 7, 2012
Get out of the building
I've read about Lean Startup Marketing, so when the local entrepreneurs Meetup group offered a chance to learn from those who had undergone the three day process, I took it.
The concept is straightforward:
The concept is straightforward:
Monday, August 27, 2012
Microsoft's new logo won't make a difference
The intent is laudible. Preparing to launch updated versions of most of its products, "we felt it was a good time to express the newness in the Microsoft logo (see below) as well," said Jeff Hansen, Microsoft's general manager of brand strategy.
Microsoft certainly needs to do something. With the exception of late a spike in 2007 and a dip in 2009, the stock price has hovered between $25 to $30 for a decade.
Thursday, August 2, 2012
Picked especially for you...
Increasingly, I get eblasts that start "Picked especially for you..."
Amazon made this popular, and I still enjoy its missives, because it actually has made picks for me, based on sophisticated algorithms. I don't always buy, but I am always interested in learning about new books that may be an enjoyable read.
Amazon made this popular, and I still enjoy its missives, because it actually has made picks for me, based on sophisticated algorithms. I don't always buy, but I am always interested in learning about new books that may be an enjoyable read.
Tuesday, July 31, 2012
Great sales personnel (and lousy ones)
I love great sales personnel.
As much as I loathe lousy ones.
We were looking for track lighting at the local lighting store, from whom we had bought in the past. Those who've shopped for lighting know this takes some time and, often, in home consultations. After all, it is neither a small purchase, nor one you can easily replace.
As much as I loathe lousy ones.
We were looking for track lighting at the local lighting store, from whom we had bought in the past. Those who've shopped for lighting know this takes some time and, often, in home consultations. After all, it is neither a small purchase, nor one you can easily replace.
Thursday, July 26, 2012
Listening
We'd heard about a nice local deli, and stopped in to see the offerings.
Greeted with a smile, we asked about their prepared dishes, particularly vegetarian ones which, unfortunately, were on the sparse side. Because the store came with high recommendations, we persisted in our questioning.
Until the clerk offered us a sampling of the store's meatballs, something they were well known for.
Huh?
Greeted with a smile, we asked about their prepared dishes, particularly vegetarian ones which, unfortunately, were on the sparse side. Because the store came with high recommendations, we persisted in our questioning.
Until the clerk offered us a sampling of the store's meatballs, something they were well known for.
Huh?
Thursday, July 19, 2012
What's a smile worth? Redux
In the local supermarket today, two young women offered wine tasting samples. Good location, right at the front of the store.
I walked right by.
Not because of the wine.
I walked right by.
Not because of the wine.
Tuesday, July 17, 2012
Planning to fail
I love gelato.
So I've watched closely the relative success of the two gelato stores within walking distance. One is living on borrowed time, despite similar, if not higher, quality, selection and service, and competitive prices.
So I've watched closely the relative success of the two gelato stores within walking distance. One is living on borrowed time, despite similar, if not higher, quality, selection and service, and competitive prices.
Tuesday, July 10, 2012
Landing that job
In light of Friday's anemic jobs report, it's clear that competition for open jobs is not going to get any easier.
So how do you get an edge?
So how do you get an edge?
Friday, July 6, 2012
Everyone lives by selling something...
...said Robert Louis Stevenson, author of Treasure Island and the Strange Case of Dr. Jekyll and Mr. Hyde.
Sales reps, of course, sell products and services to customers.
CEOs sell their vision to their boards and employees.
CIOs sell their plans and budgets to the management team.
CFOs sell the company's investment plans to Wall Street.
CHROs sell the benefits of working in an organization to prospective employees.
Inventors sell their ideas to investors.
And CMOs must help sell all of these.
All require an in-depth understanding of both the offering and the buyer.
What are you selling?
And have you done the hard work to develop the insight required?
Experience matters.
Sales reps, of course, sell products and services to customers.
CEOs sell their vision to their boards and employees.
CIOs sell their plans and budgets to the management team.
CFOs sell the company's investment plans to Wall Street.
CHROs sell the benefits of working in an organization to prospective employees.
Inventors sell their ideas to investors.
And CMOs must help sell all of these.
All require an in-depth understanding of both the offering and the buyer.
What are you selling?
And have you done the hard work to develop the insight required?
Experience matters.
Monday, July 2, 2012
Why I'll go back
Despite arriving on time for our reservation, we were told we had to wait. A bit annoying, since we could see a couple of open tables. The host then directed us to the bar, where the bartender, of course, asked if we wanted a cocktail, which we declined. Within the space of a minute, our anticipated pleasant evening was going downhill - I'm thinking typical restaurant trick, trying to eke out an extra couple of dollars from a patron. But then my attitude changed.
Wednesday, June 27, 2012
Why market research fails - don't start with the customer!
How many times have you seen quality research shot down because a decision-maker said it didn't match what they knew? And despite the reams of data and the quality of the analysis, the nay-sayer simply wouldn't budge.
Marketing and strategy professionals do their best to gather data through a variety of quantitative and qualitative techniques. Despite these efforts, many are frustrated when decisions are made seemingly in spite of the data. And then they double down and do more research, or try a new technique, with the same result.
Monday, June 25, 2012
A quick way to destroy your brand: cut prices, buyback shares, don't innovate
The mattress business is clearly not very restful: Tempur-Pedic's share price has dropped from $87 in April to $22 on Friday, a 66% decline. A colleague suggested I take a look at buying the stock. So I did a bit of research:
Saturday, June 23, 2012
Snatching defeat from the jaws of victory
My wife and I just walked out of a Chinese restaurant. Not something we ever do.
Not because the food was bad, or because of the price.
The experience was perhaps the worst we've ever had.
Not because the food was bad, or because of the price.
The experience was perhaps the worst we've ever had.
Wednesday, June 20, 2012
Convincing strangers to become customers
Back in the Madison Avenue glory days, all you had seemingly had to do was create a catchy message, pick the right media, pump up your advertising investment and, presto, your sales increased, reaping profits far in excess of the cost. In extreme cases, the actual physical product was irrelevant (remember Pet Rocks?).
Of course, it really wasn't all that easy then.
Sunday, June 17, 2012
Innovation hype
'Companies throw the term "innovation" around but that doesn't mean they are actually changing anything monumental,' writes Leslie Kwoh in "You Call that Innovation?" Now that this has made the Wall Street Journal, "innovation" has probably reached peak of what the Gartner group calls the "hype cycle," and is likely headed for the "trough of disillusionment." But for those who follow trends, this should be no surprise.
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