The network model of marketing

The network model of marketing

We used to focus all of our energy on trying to develop ads that would communicate a singular message about our core value proposition in an intriguing and compelling way. If we could do that, people would buy. The problem is that’s no longer enough. That method works...

Don’t run after a bus

The 2000 Year Old Man (by Mel Brooks): Don’t run after a bus. There’ll be another.   We sometimes get caught up chasing after trends. Some trends shape the marketplace. Online shopping. Social media. While some trends are just fads. Remember when everybody put QR...

Advertising is herding cats

People don’t go in the direction you want them to go merely because you tell them to. They go where they want to go, based on their whims at any given moment. Sometimes they’re glad to see you. Other times not so much. Sometimes they’re immersed in what you’re doing....
The perfect ad

The perfect ad

Millions and millions are spent trying to develop the perfect ad that will reach exactly the right audience at the right time with the right message that will get them to buy a product. Brand Managers provide sales data and competitive reporting. Focus groups and...
MARKETING CONCEPT: Bayesian Thinking

MARKETING CONCEPT: Bayesian Thinking

The Bayes’ theorem is a statistical model that describes the probability of an event, based on conditions that might be related to the event. It goes like this. Say you’re blindfolded and throw a dart at a dart board. You don’t know where it landed cause you’re...
MARKETING EXERCISE: Obstacle Course

MARKETING EXERCISE: Obstacle Course

Strategy is defined by the obstacles we must overcome. If you have a goal you haven’t accomplished yet, there must be something stopping you from it, even if it’s just laziness. Use this exercise to outline each obstacle individually and identify ways to address them....