Close to five years ago I wrote Marketing is… Recently I was part of a discussion on what makes a marketing department “the best”? Reminded of this piece I revisited it. The discussion pointed out a missing factor in successful marketing – innovations. So we have gone from TRDOM to TRIDOM (Targeted, Relevant, Innovative, Differentiating,…
Unity and alignment are powerful forces, and when they can be harnessed they can drive great accomplishment. I think about a personal collection I am very proud of, a set of posters from the Second World War, posters made by, in part, my grandfather who was the creative lead of the Sheldon-Claire Agency at that…
Event teams can adopt a classic marketing model to focus efforts and achieve their objectives. In early 2013, Harvard Business Review posted an article titled, “Rethinking the Four P’s” suggesting that the classic marketing mix model1 (product, place, price, and promotion) should be retooled to better address the needs of B2B marketers. The article was…
Who will stand in line for hours to buy the latest device or see opening night; invest their time and money to be part of the experience; or support what they believe in to boundless levels? A fan will. Sport teams, entertainers, and even politicians have known the power of fans for years – they…
In July of 2013 I had the honor to present “Be a Fool – Innovate” at the CEMA Summit 2013. That presentation is below.
It ought to be remembered that there is nothing more difficult to take in hand, more perilous to conduct, or more uncertain in its success, than to take the lead in the introduction of a new order of things. Niccolò Machiavelli Everything changes and nothing remains still… you cannot step twice into the same…
…one half of an unfinished symphony. Whether marketing communications, product/solution marketing, experience marketing, brand, advertising, demand generations, social media, or anything else, the balance of the melody is “sales”. “Sales” is in quotes because this word is also incomplete when it stands on its own. “Sales and marketing” is a “complete sentence” containing an objective…
Can you increase the value of something simply by inventing a story about it? Joshua Glenn and Rob Walker set out to answer this question with a simple experiment. They purchased roughly 200 items from thrift stores at an average cost of $1.25, invented stories about each, and sold them on eBay for nearly $8,000…