Latest Articles
Latest Articles
Better Than You Think
I work with companies from startups to the Fortune 500s -- in fact, at the moment, I have active projects going with several in each of these two categories. Here's a consistent truth that I find in with nearly every consumer electronics company I'm involved with: the...
Six Characteristics of The Best Marketing Messaging
Thinking about how to position your product or service to the world? The very best marketing language is: Simple. Think yours is easy to understand? Make it simpler still. Ask yourself, will parents understand your material? Will grandparents? Focused on lifestyle....
How Consumers Perceive Your Products
Ninety percent of all consumer electronics products and services are perceived ascommodities. These products are seen as being nearly identical to the products they compete with. These are nearly all HDTVs, all computers but Apple's, all point-and-shoot digital...
How Consumers Perceive Your Products
Ninety percent of all consumer electronics products and services are perceived ascommodities. These products are seen as being nearly identical to the products they compete with. These are nearly all HDTVs, all computers but Apple's, all point-and-shoot digital...
The Words of Your Market
The Evangelist Marketing Minute is a weekly thinking launch point that is always short enough to read in about 60 seconds. Your email address is never shared, with anybody, for any reason. Sign up to receive the Evangelist Marketing Minute e-newsletter here. The most...
How to Create Powerful Messaging
The most powerful messaging you can create comes from the words of your market. You have to spend time qualitatively interviewing your customers one-on-one -- and the customers of your competition -- to understanding what's thrilling, compelling, emotional,...
How to Create Powerful Messaging
The most powerful messaging you can create comes from the words of your market. You have to spend time qualitatively interviewing your customers one-on-one -- and the customers of your competition -- to understanding what's thrilling, compelling, emotional,...
You’re in the Life Improvement Business
The Evangelist Marketing Minute is a weekly thinking launch point that is always short enough to read in about 60 seconds. Your email address is never shared, with anybody, for any reason. Sign up to receive the Evangelist Marketing Minute e-newsletter here. In my...
Build on Your Strengths instead of Focusing on Weaknesses
In my experience with clients, particularly those in the consumer electronics business, the most successful marketing begins with a series of mindset shifts. The most important one is this: You're not a product manufacturer or service provider, but rather, you're in...
Build on Your Strengths instead of Focusing on Weaknesses
In my experience with clients, particularly those in the consumer electronics business, the most successful marketing begins with a series of mindset shifts. The most important one is this: You're not a product manufacturer or service provider, but rather, you're in...