Latest Articles
Latest Articles
Lessons From RIM
Let’s look at the lessons from Research in Motion’s recent struggles: RIM didn’t build on its strengths. People came to RIM for smart phones, but the company basically stopped developing them In order to concentrate on developing its disastrous Playbook tablet. In...
If You Stopped Marketing Today…
Here's a question for you: If you stopped marketing today, what would happen to your sales? For most companies, the answer is: very little. In consumer electronics, for example, I argue that most manufacturers succeed in spite of their marketing, not because of it....
If I Paid You, How Would You Improve My Life?
Too many product companies focus on specifications and features. Similarly, too many service companies focus on their process, models and approaches. But not nearly enough companies focus on the results their work will generate for customers. How will using your...
The Best Commercials
The best consumer electronics commercials have three things in common: They put forth simple, powerful visual demonstrations of their products. They feature happy people. And the pieces are backed by energizing music. They do not discuss technical specifications,...
The Best Commercials
The best consumer electronics commercials have three things in common: They put forth simple, powerful visual demonstrations of their products. They feature happy people. And the pieces are backed by energizing music. They do not discuss technical specifications,...
Three Traits The Most Effective Consumer Electronics Commercials Share
What makes an effective consumer electronics commercial? Three things: Simple demonstrations of life-improving value of the technology Happy people Energizing music Lets deconstruct the first sentence: Simple Demonstrations: Show people what your technology can do....
Introduction to Evangelist Marketing, the Book
The Relationship Business
f you're in marketing or public relations, you're in the relationship business. So, here are five actions and practices that build relationships with customers: Releasing product updates with actual, significant new value. (As opposed to a constant stream of new...
The Relationship Business
If you're in marketing or public relations, you're in the relationship business. So, here are five actions and practices that build relationships with customers: Releasing product updates with actual, significant new value. (As opposed to a constant stream of...
Don’t Go First
Amazon's widely anticipated Android-based reader / tablet, the Kindle Fire, launches this week, and it's already receiving great reviews. There's a ton of media and consumer energy behind it, and there's no question it'll sell succesfully. One lesson here is you don't...