Articles: Marketing

Three kinds of strategy

When people ask about the kind of consulting work I do, I often describe it as business, brand, and marketing strategy. These three kinds of strategy are separate but related. Doing any one in isolation produces an inferior result. Business strategy, without thought about how it comes to life in people’s hearts and minds, tends to be a PowerPoint deck that sits in a drawer. Marketing strategy that doesn’t accurately synch with the underlying business and brand…

Who is your customer?

The art and science of customer segmentation can get a bit complicated, but there’s a simple framework I’ve been using with enterprise, small business, and startup clients for the past few years that seems to work well to sharpen thinking and provoke new insights. Continue reading