marketing

Who do you think you’re talking to?

Before we can begin to help our enterprise clients with their positioning and messaging, there’s a fundamental and deceptively simple question to answer: “Who is your audience?” Often, when we ask this question during initial meetings, we’re met with a variety of responses within seconds: “Our customers,” “Prospects,” “Channel partners,” “The Street,” “Employees.” Each response […]

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It’s a (Sales and Marketing) team effort.

They can be housed on opposite sides of the building (or the world). They are part of the same company, but are often made up of people with very different personality types. They are interdependent, but often seem at odds. Whether we think of them as “Salesandmarketing,” or as completely separate entities, Sales teams and Marketing organizations share […]

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We have a branding problem.

“We need help with our branding.” We hear it all the time. And after a brief discussion, we typically learn that the speaker is looking for help with their organization’s logo and/or tagline—its “image.” The request is usually the result of a company decision to “rebrand” its website, update packaging and collateral, or revise the […]

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Lost in Translation

Many of our clients are technologists. Scientists. Folks who have brilliant ideas, underdog ingenuity, and the drive to make their businesses succeed. They come to us, however, to help them solve a problem: articulating the business value of their inventions to investors, the media, and potential customers. That’s where translation comes in. You must describe […]

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What do you want to say?

For many of our clients, the foundation of our positioning exercise – one in which we conduct competitive audits, internal stakeholder interviews, and external customer, prospect, and lost prospect interviews – becomes much more than simply information gathering and reportage. It becomes a strategic Etch-A-Sketch moment for senior management as they consider what their company […]

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Where will you be on 12/31/12?

Is your company in a better position today than it was twelve months ago? Where will it be twelve months from now? It’s an apt question to ask this time of year. The first week in January looms. Performance evaluations. Budget allocations. Sales kick-offs. After you’ve been through the cycle a few times, you may […]

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Whole-brain Strategy

We human beings tend to see what we expect to see, and this often constricts the aperture through which we view potential solutions to a problem. But the clearest vision of the future is seen through the widest lens—one that combines both analytical and creative input. As it is with physical eyesight, so it is […]

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Green marketing is not sustainable.

“Green marketing” is a term thrown around with greater frequency every month, and yet its meaning is elusive. Saying you market “green” is like saying you market convenience, which many of us do. But we don’t call ourselves “convenience marketers” or attend “convenience marketing” conferences. We don’t have to, because convenience as a benefit is […]

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How are you different?

New clients often tell us that they need a positioning and messaging strategy that will differentiate them and give them a competitive edge. Successful differentiation requires two things: that you appear different and that you be different. The former is pretty easy; the latter is anything but. No matter what you offer or how competitive your market is, there are […]

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