Making sense of international marketing and brand strategy in the information age
Very often I'm asked what's the difference between sales, marketing and branding. Before I answer, it’s worth bearing in mind that many marketing terms are simply mental constructs. They are... Read more
29 June, 2015In my previous post on Growth Strategy, I mentioned the various stages of digital evolution businesses have been going through. A decade ago, the link between growth and a company’s digital... Read more
12 June, 2015While growth can be elusive for businesses, the strategy behind it is pretty straight forward. As Igor Ansoff famously illustrated with his growth matrix, there are only two variables: Your product... Read more
11 May, 2015Wanting to do something with all your heart is great. It can bestow extraordinary focus, drive and fortitude. That’s always been the case. But in recent years this sentiment is increasingly being... Read more
18 February, 2014How to create your own marketing micro-profession Before getting involved in advertising, I had planned on attending medical school. A lot of my pre-med training focused on establishing a very... Read more
21 September, 2012LIKE BLIND MEN DESCRIBING AN ELEPHANT Christopher Kenton is one of my favorite writers on the topic of brands. I first got hooked when I read his Business Week article "What, exactly, is a... Read more
18 September, 2012THE GREATEST ENEMY OF COMMUNICATION IS THE ILLUSION OF IT Marketing professional share an extensive vocabulary of marketing terms. Unfortunately they don't share common definitions for many of... Read more
10 September, 2012Can you imagine a marketing manager letting brand-related websites, endorsements, editorials, images, or videos be broadcast without review or approval? I can’t. Companies want to control the... Read more
28 September, 2010If you work in marketing, particularly on the strategy or account planning side, then you probably use the word “insight” a dozen times a day. Either in framing your own thoughts (The main... Read more
13 October, 2008
