« April 2006 | Main | June 2006 »

May30
Budget? You can't HANDLE a marketing/branding budget until you fill in these blanks!

Gather your troops and complete this exercise:

"Marketing is about values. We have to be very clear on what we want our customers to know about us. They want to know who is ______________(fill in your company name) is and what do we stand for. What we're about is not making ____________ (fill in the literal description of your product), although we do that very well. __________ (your company name, again) is about more than that. What (we're) about, (our) core value is that we believe that ________________ (fill in with your core value). That's what we believe."

The italics are mine, but the words belong to Steve Jobs (AAPL) who spoke them some years back at the MacWorld that launched the semi-famous "Think Different" campaign. It is universal in its ability to boil down what you have to do to awaken your own marketing gene. Do this exercise and you're well on your way down the right path. Do it.

May26
The Five Deadly Habits of Ad Agencies (and all providers of marketing services for that matter)
May25
Want to know the secret to getting the business? Give clients the right answers to these questions:
May22
Psst! Wanna make your brand a cult?
May17
From startup venture to up-start brand: are your guerrillas marketing in the right jungle?
May16
They never asked me, but here's the speech I'd deliver at Branding U.
May12
Culivate your brand or die: Stanford Football's "marketing gene" snoozes and loses
May11
You know your marketing is inside-out if you...
May10
Brand loyalty is all about political incorrectness: don't try to create it at some lame, corporate "off-site"!
May 8
Branding bombs: how cults of personality can backfire on Hollywood entertainment products
Branding mis-defined. Again.
Can you brand a quantum computer?
May 5
Don't underestimate the power of the elevator pitch in getting your brand airborne
May 3
PInheads and pin-drops: Can cellphone "branding" teach us anything?
May 2
Jello=gelatin, Kleenex=facial tissue, Starbuck's=coffee? Maybe not yet, but...
Where's the brand loyalty when we pay our people so much more than Starbuck's pays a damn barrista?
May 1
Some branding basics: Don't attempt to realize a vast vision with a half-vast go-to-market effort

« April 2006 | Main | June 2006 »

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