“So, how do you pack a lot of meaning into a little message? You don’t. That’s the first lesson of microstyle. A message isn’t a treasure chest full of meaning. It’s more like a key that opens doors. A message…
Blog Archives
Strategic Marketing: B2B Marketing Campaigns – Back to Basics
Michael said that probably the biggest problem faced by B2B marketers is truly understanding “Who am I targeting?” At a recent Strategic Marketing P2P, we were joined by Michael Stephens, who runs marketing at TeraGo Networks. Michael was there to talk…
Tagged with: 4Ps, Adwords, Atria Networks, B2B, Communitech, Michael Porter, Michael Stephens, Porter's Five Forces, SEM, SEO, Strategic Marketing P2P, strategy, TeraGo Networks, Youtility
Posted in Advertising, Marketing
Posted in Advertising, Marketing
Book Report: Youtility
“If you sell something, you make a customer today; if you help someone, you make a customer for life. Youtility is marketing upside down. Instead of marketing that’s needed by companies, Youtility is marketing that’s wanted by customers. Youtility is…
Tagged with: competition, content marketing, customers, digital marketing, ExactTarget, frame-of-mind, friend-of-mine, Jay Baer, Marcus Sheridan, prospects, Tim Kopp, top-of-mind, Youtility
Posted in Advertising, Books, Marketing
Posted in Advertising, Books, Marketing
When clarity in brand messaging goes hilariously extreme
Most folks in marketing have heard of the concept of a brand identity – the colours, fonts, logos and other visible stuff associated with a brand. Slightly newer is the concept of a brand personality – the characteristics that you…
Tagged with: brand identity, brand personality, Colbert, Double-Beef Deeth, Wheat Thins
Posted in Advertising, Marketing
Posted in Advertising, Marketing
The Third Age of Marketing
This Christmas, I received as a gift the book Youtility – Why smart marketing is about help not hype, by Jay Baer. The title alone had me excited, as over the past year I’ve implemented a number of initiatives around…
Tagged with: 22 Immutable Laws of Marketing, @HiltonSuggests, Adwords, Al Ries, Charmin, frame-of-mind, friend-of-mine, Jack Trout, Jay Baer, Phoenix Children's Hospital, positioning, top-of-mind, Youtility
Posted in Advertising, Books, Marketing
Posted in Advertising, Books, Marketing
Dissecting a bad ad
You know what really grinds my gears? Bad advertising. And I don’t mean the so-bad-it’s-kinda-good stuff (I love that stuff), I mean the high-production-value-but-completely-misses-the-mark stuff. Case in point: “RAID”, from the Canadian Real Estate Association (CREA). I get angry every…
Positioning statements in action
A few weeks ago I wrote about positioning statements and value propositions. At a recent tradeshow, we put some theory into practice.
Tagged with: 3GPP, Geoffrey Moore, OpenFlow, Sandvine, SDN, tradeshows, value proposition, virtualization
Posted in Advertising, Marketing
Posted in Advertising, Marketing
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