My favorite was Google.
There are three reasons why:
Strong narrative. I talked earlier about brand and firm positioning as being part of a narrative. Narrative works because it draws people in. This is a strong, well told story. (It’s tight–kinda reminds me of the sequence in the movie Up where they tell the story of a [...]
No. Or at least, not yet.
I’m talking about the iPad, of course. Absolutely I want one–that’s the genius of marketing and the Apple brand. But in the cold, harsh light of day and my checkbook balance, the answer is, no, I’m not going to buy one, not now at least.
The reason is that it doesn’t [...]
When I first started learning about marketing, an old pro explained to me the “features – benefits – results” troika.
Features: you tell the client about the features of your service
Benefits: you explain how the client will benefit from your services
Results: you describe how the feel after realizing the benefits.
The idea here is that your customers [...]
I started watching Mad Men this season, so now I’m going back and catching up on earlier seasons. Don Draper has some great insight into advertising, and here’s a seen from season one.
He’s pitching Bethlehem Steel, and he unveils their new campaign. The client doesn’t get the messaging, and so Draper explains.
It’s easy. You [the [...]
In the last few months I’ve watched a couple of firms start a business development function and hire a new person to serve in that role. The question I’ve been asked is whether I think having a discrete bd function is a good idea.
In general, the answer is yes, absolutely yes for one simple [...]
I was talking to someone the other day about “positioning” a planned service offering and asking questions about how his firm is “positioned” against others. Here’s what I mean.
A lot of firms have what I think are very generic brands and firm positioning statements. They’ll emphasize their customer service, say (”customer service is our focus!”) [...]