Tags » Brand Development

Category creation - Why a messaging pivot is frequently essential

Part Three: The fallacy of “Everything is working, we just need to tell the story better”

So your CEO has articulated a bold vision of what is possible for your customers. 776 more words

Intellectual Curiosity

Category creation and the value of not listening to your customers

Part Two: Your vision is strategic, your customers’ vision is tactical

In my earlier post on category creation, I touched on how critically category creation depends on a bold strategic vision owned by the CEO. 965 more words

Intellectual Curiosity

The Evolution of Formulating.

I just found that image here: Apparently there is a quiz you can take to see if you are a mad scientist already.  Nice!

Not picking on anyone in particular but here’s a snippet of an email conversation I just had: 1,622 more words

Beauty

YouTube and Netflix: A Business Strategy Comparison

Ten years ago there were two companies poised to be the de facto powers in online video. Netflix was the lone provider of piracy-free movies and television, cornering the market on mainstream entertainment online. 4,816 more words

Brand Development

Data is our copy editor

There has never been a better time to be in marketing, and to be a CMO.

That’s because a CMO has never had more data to drive decisions. 602 more words

Intellectual Curiosity

Unexpected Mind Shift

I experienced a massive shift in my thinking this weekend, I did my regular chores during the weekend, wanting to clean up my apartment and just get things picked up. 709 more words

Planning

Category creating - it's as easy and hard as it looks

Part One: Bold vision is everything

I’ve been thinking about categories recently. A lot.

I’ve been fortunate to have been in three companies who had that bold vision, who could see that structural opportunity, and who zeroed in on the audience that was affected. 1,032 more words

Intellectual Curiosity