As organisations flex and respond to rapidly changing buyer behaviour, influence and engagement – driven by the usual perfect storm of technology, globalization and empowerment – traditional business and engagement models are under pressure. Businesses are looking for a more intelligent, inherently responsive way to direct everything. This ranges from production and distribution of their [...]
If everyone has the same tool, can it still give you an edge? Of course: it depends, like everything else, on how you use it. IT is a condition of business; so you might think it’s simply a hygiene factor. But as Karen Goulart’s interview with Dave Wittwer, CIO of TDS Telecommunications, on techtarget.com points [...]
A week or so ago Evan Davis was interviewing the Chief Constable of Nottinghamshire, asking why so many seemingly major crimes (burglary, some sexual and violent crimes) were being dealt with by issuing formal cautions, rather than involving courts. This felt, initially, reasonable: Sex crimes! Violence! Theft! These surely must be punishable, across the board, [...]
Buyer to Brand Sector by Sector We decided to take a look at the issues confronting major industries. Our goal was to make gentle suggestions of how they might use marketing and brand lessons to make a difference to their core, put in place simple operational and strategic changes, and bring buyers to their brands [...]
We recently talked about the need for people to switch off more. To create clarity, concentrate on matters of real depth, and find powerful answers – that can’t perhaps be found through today’s tendency towards always-on, crowdsourced connection. The other reason, of course, is that too much connection can destroy your understanding of what matters [...]
‘Mind the Gap’. It’s a useful thing to read on a station platform. We don’t want to fall down those gaps. But brand gap analysis is one of the most important tools in our box; using it well can make the difference between success and failure, growth and decline – of any organisation from a [...]
Buyer to Brand, Sector by Sector We thought we’d take a look at the issues confronting key sectors, suggesting ways they might use lessons from marketing and advertising to focus on their core, make operational and strategic changes, and bring buyers to their brands more effectively. It’s time to change the model – and the [...]
Backlashes happen. For a while we’ve been told to switch on and connect. But should we switch off instead? Perhaps being ‘always on’ doesn’t always work. We’re not built to parallel process and constantly be connected – even with the actual brain structure of millennial minds changing to make multiprocessing easier, it’s still not something [...]
ROI are the three sweetest letters in any marketer’s alphabet. They’re how we prove relevance and measure our impact. But like many other terms in marketing the real meaning of ROI has mutated out of all recognition. Many still use it to refer to the measurement of direct sales support, even though much of the [...]
Until you realise how powerful they are. Because admitting ignorance (in the right way, of course) is the gateway to understanding the problem, solving it, and being open to change. Which makes “I don’t know” an extremely powerful, provocative, and door-opening statement, if you say it the right way. Take a pitch situation. You’ve got great skills. [...]
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