Practical tools for marketers and strategists.
Proven tools and techniques to improve the quality of your company.
I like to write. That’s why this website is here. But I’ve also written fiction, songs, a play, and a couple of technical books…+
Writing is a powerful and well-tested marketing tool. The use of extended written materials is a key part of much technical marketing: white papers, brochures, documentation, and more. Creating a…+
I’ve spent years in the marketing business, working with companies large and small. I’ve been on the inside as a Vice President, and on the outside as an…+
Great products always have a market. The question is this: What’s the value proposition that makes sense in difficult times? If your product is all about quality, you have…+
The more companies I talk to, the more convinced I become that thinking clearly about the segments you serve is the key to effective marketing.
The value of segmentation is…+
There are many ways to innovate, but one of the most reliable is in the customer relationship. It’s reliable because you can quickly measure the impact of changes in…+
But not every company takes it seriously. Innovation is what keeps your business relevant as the needs of your customer change, and…+ +
A strategic hypothesis lays out your view of the market, the opportunity, the risks, and a prioritized set of options. Once subjected to internal review and discussion…+
If your web site doesn’t use RSS, you’re missing out on a great way to increase your visibility. This technique makes your content available in a customized way…
Strategy is about making informed choices with limited resources, in ways that strengthen your business. There’s no easy way to be sure that you have the right strategy, but there is a process that yields consistent results. In this post I’ll summarize a proven process for strategy development. Then I’ll describe each step in turn.
The seven key steps are these:
- Problem definition – what’s the scope of the strategy? Who is the end customer for the information? What are the success criteria?
- Environmental scan – get hold of every piece of information that’s easily available. Talk…
We especially ignore things that are like other things we’ve seen before. It’s a natural response to the clutter that surrounds us every day. Our brains have learned to look for the new and the different, and to ignore that which is undifferentiated. Most of marketing is about efficiently defeating this built-in, natural reflex, and causing potential customers to see our offering as new and different and valuable. In product and service positioning, it’s vital to stand out. In this article I will talk about some simple ways of…+
There’s an important role for creative work, clever jingles and tag lines, but they won’t work for you reliably unless they are built on a solid understanding of the market.
Market research is a large and complex discipline, worthy of a book in its own right. If you have the opportunity, it’s a good idea to work with an experienced market research company to design and execute a thorough study of your market, in a manner that will directly help you to prepare an effective strategy and campaign.
however millions of farm animals over the centuries would attest to its effectiveness. The original of the word “brand” is in old Norse—the language of ancient Scandinavia. It means “to burn.” It was a good idea in Scandinavia to burn an identifying mark into the rump of your livestock, because the cattle had to roam about to find enough food, and anyhow, building fences was a lot of work.
The Purpose of Brands
Brands were originally a way to identify property and to distinguish it from everyone else’s property…