Tag Archives: Marketing

Differentiation: It’s not just being different

Michael Deiner

Every time I read an article, white paper or blog about brand strategy development, the term “Differentiation” is featured as one of the key elements. Yes, differentiation is a key element in building an effective brand strategy, but it doesn’t stop there. Simply saying the same thing in a different way does not create the [...]
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Simplify Your Marketing

Michael Endy

The message of today is simplicity. We can thank the recession, along with the relentless demands of living in a connected world. In this post-recession environment, we’ve all become more selective about what we buy. Even the way we think about consumption has changed. According to Dr. Kim Yarrow, in a recent issue of Psychology Today, “Insights [...]
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Marketing Strategies for Innovation

Joe Tertel

Innovation is a constant in technology as well as business. But not all innovations are created equal. Most innovations can be divided into two broad categories: an evolutionary change (e.g., from the phonograph record to the cassette tape) or a discontinuous innovation (e.g., from the cassette tape to the iPod). Discontinuous innovations can be defined [...]
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Great Brands Begin Internally

Michael Deiner

For many marketing departments, the primary focus is on building a brand that engages the target audience to create awareness and generate interest. Budgets, research and strategies are all aimed at building a brand that speaks directly to the external people it’s intended to reach. But we can’t stop there. var addthis_pub = 'jplblog'; var addthis_language = [...]
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Key Success Drivers: Customer Voice, Customer Experience

Bill Kobel

As marketers, customer retention should always be a priority in our brand, marketing and communications programs. Now more than ever, we need to be strong advocates for treating customers like gold. That’s an easy concept for all of us to endorse. But how do you embed it in the fabric of your organization? It begins with the [...]
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