Brand marketing and performance marketing are in dynamic tension with each other at every step of the marketing funnel.
What is positioning?
Positioning defines how external audiences see a company relative to its competitors. It articulates where we fit into both the competitive landscape and our customers’ minds.
Becoming #1
Whether they are a niche player, thought leader, or market leader, every brand communicates as if they are #1 in their respective space.
The future of consulting
I’ve been thinking a lot about the future of consulting lately. This is a bit of an occupational hazard… I’ve been a consultant for almost 20 years, based in San Francisco, and I’ve run my own practice for eight years and counting. A long time ago I remember telling a colleague: “The consulting space is massive: multi-billions of dollars globally. Even if it were to shrink by 50%, there’d still be money on the table for those who know how to find it.” That remark, though not particularly insightful, is still correct and evergreen. There will always be money to…
Beyond average thinking
Data science is changing global and local business. But before we look at data sets, we can all cultivate better data sense.
What is marketing?
Marketing = communication. Half of communication is listening.
What is brand?
Brand is a top priority for many businesses, but it often lacks a clear definition, owner, or action plan.
It’s (not) complicated
We all understand simple mechanical systems like pulleys. Complex systems, like rain forests, however, work differently.
Unstorytelling
Our default way of experiencing the world is through stories, but resilient individuals and organizations also practice unstorytelling.