Marketing, Strategy and War Analogies
For three years he had traded space for time. Skirmished, lost, retreated and did it again. The war dragged on. Public support plummeted. Abandonment rates grew. The men were exhausted and bitten by frost. It was dark. It was cold....Read More
Content Marketing Backlash? Fuggetaboutit
Enter the content marketing backlash. We are not far away from seeing posts titled “Content marketing is dead.” But really, it’s just getting started. Yesterday, The New York Times ran a story about Marcus Sheridan, who often goes by TheSalesLion. It’s...Read More
Brand Extension: When a Beer is No Longer a Budweiser
Budweiser drew well-deserved applause for its Clydesdale commercial about Hope. It was a good story which made for great marketing. Like other brands, it turned to social media to extend the life of its big game investment. The commercial on YouTube has racked...Read More
Why Content Marketing is the New Branding
Branding isn’t your company name. It’s not a tag line. It’s not a logo. Branding is creating a perception. It gets new customers over the sales hurdle of education. It renews loyalty with existing customers. It creates envy among the competition. When marketers ask,...Read More
Corporate Social Media Strategy Framework
by Frank Strong I’ve been contemplating a framework for a corporate strategy that includes social media, because I think creating an integrated and cohesive social media effort is a challenge with which many marketing and PR people are struggling. This is a concept and...Read More
Anecdote: How to Define a Market Opportunity
I’ve been perusing some of my old business school books and re-discovered a few key points from Kotler on Marketing: How to Creat, Win, and Dominate Markets: There are three situations that give rise to a market opportunity: 1. Supplying something...Read More
Marketing in a Recession: Asia Air Takes Off
“When other airlines slashed advertising during the SARS scare in 2003, AirAsia tripled its spending,” wrote The Economist about the low-cost airline, Asia Air, that has defied expectations. As I’ve written before, marketing is akin to having a conversation in...Read More
