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Powerful lessons that will help you craft your brand
Branding is powerful. It associates an array of associations with a commodity. Successful messaging and branding makes it about you, the customer. An excellent and not-so-excellent example of branding happened during this past year. Donald Trump understands its power. Hillary Clinton did not. The reason. Trump’s brand messaging was focused solely on “Make America Great…
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Marketing: How to step outside the ‘bubble’
Countless times in marketing strategy meetings, I have heard sentences beginning with and/or containing “I” or “my.” “I wouldn’t respond to/click on that.” “My friends and I thought the idea was great.” “That’s how I would do it/buy/respond.” Not wanting to invalidate a personal POV, especially from a boss or executive, many stay silent. And then…
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Use big data to create value, not just targeting
How Can We Best Use Big Data Another great article on big data from the folks (Specifically Niraj Dawar) at HBR. The gist? Targeting provides a short term advantage, creating value is long term. Read more. Big data holds out big promises for marketing. Notably, it pledges to answer two of the most vexing questions that…
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How to stay skeptical of metrics
Question the Metrics I love this post. Originally titled, Misleading Types of Graphs For The Media, it not only tears down the repeated claims and promoted metrics of video dominance, traditional media reach and more, it also questions info we are presented and often take for granted. Much like Nate Silverman discusses in The Signal and…