My early marketing leadership experiences included heavy-handed dictation of superlative messaging that the organization was expected to abide by. While this strategy sometimes could achieve alignment and convey strength, it often came across as forced and arrogant.… Read the rest
Tag Archives: Marketing
B2B Marketing Is Not Dead, But The Top-Down, Marketing Silo Is Eroding
Laura Ramos, an analyst at Forrester, says she is concerned about the future of the business marketing profession. “In particular, for those of us marketing high technology products and services.†She cites four trends countering marketing’s value:
- Commoditization (I translate this as hyper-competition.)
All That Is Great Is Not Necessarily Big
The majority of my career has been dedicated to marketing small and midsize interactive businesses. This has been the result of my passion for working with promising, early-stage startups and seeing them through their first years of rapid growth.… Read the rest
Brand Building Will Continue To Rely On Careful Orchestration, While A Vocal Minority Drives Accountability
My friend Nigel Hollis, Chief Global Analyst at Millward Brown, invited friends to submit branding and research questions, and receive personal replies and insights. This was in anticipation of his forthcoming book, The Global Brand: How to Create and Develop Lasting Brand Value in the World Market, based on Millward Brown’s annual BrandZ study of 10,000 brands in 31 countries.… Read the rest
PR Agentry Is Broken
In this new-media age, public relations is broken. Steve Rubel says his high-profile blogger status makes him an especially powerful lens to gauge the hurricane the PR industry is in:
… Read the restAs a relatively high-profile blogger, I get to see things that others in PR, even those who blog, don’t experience.