The intersection of marketing disciplines
When discussing product strategy & positioning with clients, I often reference “The Discipline of the Market Makers” by Michael Treacy and Fred Wiersema. The authors contend that in order to …
What goes into a results-oriented marketing plan?
Your marketing plan translates strategy into execution and always begins with a strategic vision of your customer experience and their needs. It should articulate a clear understanding of your brand …
Q&A: What are the criteria for an effective brand name?
When developing names for companies, products or programs, I’m frequently asked about what criteria define an effective and successful brand name. Successful branding ultimately boils down to name recognition and …