March 27, 2019

On the RFP as Beauty Pageant

Marketing leaders and agencies, in particular,  should be aware of RFPs. Ultimately, such competitions become a “beauty pageant” gone wrong, with each vendor trying to look […]
March 14, 2019

On the Connection between the Value of Science and the Values of the Marketer

The marketing leader needs to place value on science, but the value of science is dependent on the values of the marketer. Marketers who do not […]
February 13, 2019

On Conversion as the Point of the Spear

Conversion is the point of the marketing spear, but it is not the entire spear.  In battle, a sharp point won’t defeat even a dull spear. We are […]
February 5, 2019

On the Deeper Implications of Marketing

It is important for marketers to realize the deeper implications of their discipline. We are doing more than toying with some product campaign; we are working […]
November 30, 2018

On the Danger of Rebranding

You can’t fix a plumbing problem by repainting the house, and you can’t fix a marketing problem by rebranding the product. Never confuse art with artifice. […]
November 26, 2018

On the Connection Between Brand and the Value Proposition

Brand is an impression on the mind. The value proposition is a reason inthe mind (to purchase from X instead of Y). The right reason supported by the right impression increases the probability of the right conclusion, which points […]
November 21, 2018

On Marketing as an Expedition into the Mind

Marketing should not be a battle of opinions between marketers, but rather an expedition into the mind of prospective customers. Salesmen make claims, but marketers shape conclusions.