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...
EXERCISE: Living your brand values

EXERCISE: Living your brand values

Your core brand values are what your company stands for guides your actions and decisions. However many companies fall into the trap of writing trite and meaningless statements that are common sense, rather than truly differentiating. One company that has crafted...
The difficult truth about branding

The difficult truth about branding

People don’t really care about your brand. Not one bit. They don’t care how much effort you’ve put into developing your value proposition or positioning statement. Most people will barely appreciate the fantastic imagery you shot, the crafted designs that adorn your...
The death of competitive advantage

The death of competitive advantage

Does having so much information and so many choices actually make it harder to make a purchase decision? We can scour the web for countless reviews, product details, FAQs on performance. The “long tail” ensures that there are products for a near infinite...