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...
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...
CONCEPT: Brand Accounts

CONCEPT: Brand Accounts

Here’s one way to look at your branding efforts. Think about them like bank accounts. Imagine that you setup 3 types of accounts: Checking: This is strictly for your sales promotional activities. In-store specials, promotional advertising, email blasts. All of these...
CONCEPT: Kill the closest snake

CONCEPT: Kill the closest snake

Pennant designed by Scott Naauao and printed by Oxford Pennant. There are always numerous things vying for our attention. The problem is figuring out how to deal with all of them. Use this technique to help you prioritize and not feel so overwhelmed. 1. Write a list...
CONCEPT: David and Goliath

CONCEPT: David and Goliath

Unless you’re the market leader in your category and region, it may seem impossible to beat the “big guys.” They have more money, more awareness, more resources to blow you out of the water with any type of marketing promotion that you can do. But every giant has...
IDEA: No-marketing branding

IDEA: No-marketing branding

Try this for one month. Don’t do any advertising. Don’t print any new collateral. Don’t send out any press releases. Don’t do any traditional forms of marketing. Instead take all the money you would have spent on those things and for the next month focus on activities...