Archive for the Business Category

It occurred to me, after I posted my last remarks, that I never even mentioned why consultants and agencies would want to work together in the first place. This time, I’d like to offer 6 reasons that this relationship is worth pursuing.

It’s commonly (sometimes famously) tried. But, it never seems to work. I’ve seen this arrangement up-close over many years. I’ve learned what to do, and what not to do. I’d like to offer 7 tips in getting this relationship to work.

We just released our July newsletter (barely under the wire!). We wrap up the strategic execution series and also talk about the notion of authenticity in branding. Check it out.

Perhaps no piece of unsolicited business, marketing, or sales advice is more common than “specialize or die”. Indeed, I wrote a whole post on specialization because of an ad I saw. Nothing seems more obvious than specialization. But, before we swallow this whole, let’s examine it.

John Moore points us to a ‘net frenzy on Sprint’s dropping their 1000 worst customers. The particulars of the Sprint case aside, I wonder if every business should adopt the same approach.

All too often, we let our business drift away from what really matters… our clients and our customers. How can we tell this has happened and what can we do about it?

A while back, Geoffrey Moore remarked on the ineffectiveness of B2B branding (at least compared to B2C branding). Today, I read an article by Jon Miller, who is holding the contrary position—that B2B branding matters. Who is right?

Many people have written about SEM and/or SEO. Today, I want to offer an outsider’s perspective on the industry.

We have spent a good deal of time thinking about Academic Marketing. We have analyzed what it is and discussed its current shortcomings. The final topic to be considered is the importance of academic marketing. Why do it?

Last time, we talked about how a failure to understand an audience’s needs and desires can result in useless communication. This time, we’ll address a more general point. Academic marketing is often too subtle.