Tag Archives | Marketing

Marketing is the way we tell our story so it’s relevant to real people in their real lives. Telling our story is more than branding and logos but how the price, the value proposition, the routes to market and all that tie together as part of a whole.

Marketing in a Social World

The business equivalent of making sausage is the marketing of marketing. In an op-ed in the Wall Street Journal (November 29-30, 2008), Tom Hayes and Michael Malone explain the new world of marketing in a Web-based world. They have a provocative name (“Marketing 3.0”) and a new concept (the business meme or “beme”). In the end, they sound like apologists trying to make a pitch for why advertising agencies are still relevant and reminds me of this humorous video imaging what would happen if a modern advertising agency designed the stop sign. In short, they are marketing marketing.

Online Communities: Ignore at Your Peril (I)

In the strategy work I do with tech companies, I’m frequently asked about web communities — how they operate, what they can and can’t do, and how a company should look to work with them. The companies we deal with generally fall into three camps when it comes to community: –Many companies are still learning  More

Who Owns Strategy? We All Do.

A couple weeks back, I was teaching a course at Santa Clara University for their high tech marketing program, when a bright young product manager asked me a question. In a room filled with engineers and a handful of product marketers and product managers, he stood up and asked, “Shouldn’t product management own strategy?” His  More

Influencer Marketing Matters

A Rubicon Sparkler at the beginning of the season saw CEO Nilofer Merchant presenting a discussion on influencer marketing with Nick Hayes, co-author of Influencer Marketing: Who Really Influences Your Customers.