As the world settled into sheltering in place back in April, people were flooded with COVID-19 related messages from marketers. I suspect the next phase of this conversation is going to be easing customers back into doing business in person, to which there’ll be varying levels of resistance. Businesses will now have to figure out … Continue reading Not Business as Usual: Messaging in the New World
There’s so much to do in marketing today, and so much pressure to deliver results, that it’s tempting to dive straight into generating content, or design, or some other concrete deliverable. However, those kinds of efforts are not as effective as they could be if they’re not tied to a strategy based on the position … Continue reading 7 Points When You Need New Positioning and Messaging
Colin Kaepernick and the NFL may have settled their collusion case last week, but the question of the marketing world’s response to the impassioned discussion over race, activism and free expression that the incident triggered remains an open debate. Let’s debate it. What of Nike’s decision to either: A) Throw its considerable clout behind a … Continue reading Kaepernick v. Marketing — Game Changer or Bad for Business?
Typically, I write about trends and techniques of marketing from my vantage point of consulting at tech companies. Truth be known, I actually went to business school to study non-profit management (or marketing for mission-based organizations, as they called it). From my time at these tech companies, I came to know the wonderful Habitat for … Continue reading Why Habitat for Humanity Took Up Cycling
Corporate social responsibility has evolved. In today’s world, companies need to do more than just donating to worthy causes or influencing positive environmental change. After all, there are business benefits of doing good. How do three top tech companies integrate social responsibility with core business strategy? Leveraging Company Missions, Platforms, and People Recently, I spoke … Continue reading How 3 Tech Companies Do Social Good
What’s better for conducting a quantitative research study and surveying a targeted panel of users within its network? For one of our clients (a larger organization in the health industry), we put SurveyMonkey and Google Surveys in a head-to-head battle to find out. What We Needed for the Survey High customization of survey design Robust … Continue reading Head-to-Head: SurveyMonkey vs. Google Consumer Surveys
If you haven’t had the chance to watch Simon Sinek’s latest TED Talk, it’s another good one: As you might guess, I couldn’t agree more with him. In my experience, I’ve worked with 50+ managers and clients. Only a handful are truly great leaders. Here’s an easy exercise. Take a minute to think about who … Continue reading Truly Good Leaders Lead with the Heart, NOT the Head
I recently watched a Ted Talk given by Simon Sinek called “How Great Leaders Inspire Action.” The gist of the talk was this: Know why you do what you do and live it. Sinek called this the center of the Golden Circle. I was shocked at the simplicity of his message, and inspired to help … Continue reading People Don’t Buy Your Product for Features and Benefits