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.

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CMOs: Align Yourself to the C-suite

Is Marketing considered a a Corporate Performance Contributor? From conversations I’m having around the Valley, I’ve come to realize that marketing and its relevancy to the C-Suite is (in cleaned up language) not-so-good. Marketing is no longer considered contributing to the corporate performance of a company; not in any strategic kind of way. It hurts  More

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RIM's Blackberry Campaign Commentary

Blackberry’s been running a great campaign. It started with a banner ad. The banner asked you to share with Blackberry “why you loved it”. From there, you could read other stories of why people loved their blackberry. There are lots and lots of stories. And you can learn more about your Blackberry in the process.  More

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RIM’s Blackberry Campaign Commentary

Blackberry’s been running a great campaign. It started with a banner ad. The banner asked you to share with Blackberry “why you loved it”. From there, you could read other stories of why people loved their blackberry. There are lots and lots of stories. And you can learn more about your Blackberry in the process.  More

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Digital Slices: Atomizing the Business of Segmentation

Segmentation has always been a key part of marketing. Sorting customers into appropriate segments allows business and marketing types to filter ideas, glean intelligence, set prices, and decide what to offer and what to toss.
Segmentation also allows successful companies to produce just the right thing to address the needs of different slices of the market.

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Affinity!

Affinity! That illusive icon in the distance that every company wants to attain. When you have it, you’re golden. When you don’t, everything’s a struggle. It’s that tight grouping and bond a customer has with a company, a brand. And every company — small or big — can create it, keep it, grow it or  More

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Affinity is Different From Love

Affinity is described by Merriam-Webster as 1.) an attraction to or liking for something, and 2.) likeness based on relationship or causal connection.
Customers may like many different companies, but when it comes to affinity, there are few firms that make the grade. So what is it, this word affinity, and how is it different from love?

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