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- Brand Strategy = Marketing Boondoggle
- Brand Strategy = Marketing BoondoggleRE: Brand Strategy = Marketing BoondoggleQUOTE: It goes way beyond marketing, PR, ad campaigns, and websites.First of all, Steve, love your writing. Great stuff. Really insightful.I understand and tried to reflect in the post that you were referring to larger issues than traditional marketing...
- Discussion threads 2008-10-14
Additional Resources
- Why Your Marketing Isn't Effective
- I'm tired of hearing these accusations that I think "all marketing is bad."Â Marketeers try to position my viewpoint as "bashing marketing" because then it's easier to ignore my real point, which is that marketing should be limited to activities that can be measured quantitatively and...
- Blog posts 2009-02-05
- A Branding Strategy Horror Story
- A Branding Strategy Horror StoryRE: A Branding Strategy Horror StoryA smart reader just emailed me this reponse:I think you've confused strategic execution and strategic planning. Businesses should have a well-defined and understood strategy, generally the simpler the better, and you're right when you say corporate politics often prevents everyone aligning...
- Discussion threads 2008-10-14
- A VP of Sales ($1b?) Calls My Bluff!
- In the post "A Chief Marketing Officer Who 'Gets It'" I pointed out that marketing executives should focus on the tactical execution of their only useful functions: generating leads and reducing sales costs. That post generated a comment thread that included a comment from a reader with...
- Blog posts 2008-10-13
- Top 7 Lies That Sales Tells Marketing
- Last week's post "Top 5 Lies That Marketing Tells Sales" challenged marketers to come up with some lies that Sales tells Marketing. There was only one relevant response (from "Iggy") but other comments endorsed his comment, so I'll treat it as canonical. Unfortunately, Iggy's "lies" are...
- Blog posts 2009-02-24
- A Branding Strategy Horror Story
- In this morning's post "Branding Strategy = Marketing Boondoggle" I explained exactly that branding strategy is mostly an excuse to waste marketing money. To illustrate the point, here's a real-life horror story. In the late 90's, Ken Fitzpatrick, the CMO at Computer Associates, spent $100 million on...
- Blog posts 2008-10-14
- Brand Strategy = Marketing Boondoggle
- The notion that that you can gloss over crappy products, lousy management, or bad numbers with a cool logo is ludicrous. Here's the honest truth: the only way to change your "brand perception" is to: 1) Offer great products and services, 2) Treat your employees well, and )3 Manage...
- Blog posts 2008-10-14
- Your Taxes To Fund Bonehead Branding
- Citibank, a company that's taken billions of dollars in bailout money apparently plans to spend $400 million to stick its logo on a stadium. This giant branding exercise isn't going to help Citibank sell its products, and it certainly isn't going to help relieve the credit...
- Blog posts 2009-02-11
- Poll: Promo Items as Sales Tools?
- Starting this year, sales reps for drug companies will no longer be able to provide doctors with pens, coffee mugs, staplers, etc. emblazoned with product and corporate logos. I'll bet that pharmaceutical sales reps aren't all that crushed. I have never, ever, bought a...
- Blog posts 2009-01-06
- J&J's Red Cross Suit Sent (Mostly) Packing
- Johnson & Johnson might have had better luck had it decided to introduce a line of baby itching powder or Band-Aids guaranteed to make the "ouch" even worse. As it stands, though, its decision last August to sue the Red Cross over use of the instantly recognizable symbol they both...
- Blog posts 2008-05-19
- Forrester: Virtual Worlds Due for Comeback, Marketers Should Take Note
- The common wisdom is virtual worlds like Second Life were yet another Internet boondoggle. Major companies like IBM, Pepsi, and Intel spent gobs of money setting up virtual presences in these 3D online gatherings, only to watch nobody come at best, or see puerile griefers vandalize their online property at...
- Blog posts 2008-09-29
- Marketers, Technologists Must Work Together.
- Donna Young, executive director of marketing for InterMedia Partners, is the chairperson of the CTAM Digital & Pay Per View Conference, slated for this Wednesday through Friday (March 3 through 5) in New Orleans. As I sit here writing this, the...
- Research articles 1999-03-01
- Controversy Swirls Around Treasures by the Sea in Myrtle Beach, S.C.(Originated from The Sun News, Myrtle Beach, S.C.)
- Oct. 19--The colorful collection of outdoor lighting displays that make up Treasures by the Sea are either tourism marketing genius or an ineffective -- and expensive -- boondoggle. It just depends on who you ask. Treasures...
- Research articles 1997-10-19
- Controversy Swirls Around Treasures by the Sea in Myrtle Beach, S.C.(Originated from The Sun News, Myrtle Beach, S.C.)
- Oct. 19--The colorful collection of outdoor lighting displays that make up Treasures by the Sea are either tourism marketing genius or an ineffective -- and expensive -- boondoggle. It just depends on who you ask. ...
- Research articles 1997-10-19
- Poll: Promo Items as Sales Tools
- Starting this year, sales reps for drug companies will no longer be able to provide doctors with pens, coffee mugs, staplers, and so forth, with product and corporate names upon them. However, I suspect that pharmaceutical sales reps aren't all that crushed. I have never, ever, bought a product or...
- News items 2009-08-07
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