Sharpen your focus for marketing magnificence November 13, 2019

Smart marketers recognize they become stronger when they focus and reduce the scope of their activities.As powerful as the sun is with trillions of kilowatts of energy, the oceans aren't boiling. A laser, with only a few...

Brand Purpose: Beyond features and benefits, companies win with their whys October 09, 2019

Not too long ago, the popular advertising strategy was to promote product features like low calories, shavers with pivot heads and toothpaste that removes stains.Then we shifted to something with more personal relevance:...

Seven ways to win in a commodity market September 04, 2019

Many of the more than 5 million businesses in the United States compete as commodities hamstrung by not understanding how to grow and thrive.On the monopoly-to-commodity continuum, the closer one is to the commodity side...

Digital Marketing vs Sales: Digital dictates need to reset sales and marketing August 22, 2019

When I was a kid and my dad wanted to buy a car, the first place he would go was the car dealership.Dad wanted information and the car dealer had it. The dealer used that information as bait to get you in to the dealersh...