Mindshare… Wait, What is Mindshare?
Of all the corporate roles, marketing is the one that’s most misunderstood. Think about our clarity for other roles: Engineering makes stuff. Sales sells stuff. Fulfillment ships stuff. Accounting collects payment on the stuff engineering makes, sales sells and fulfillment ships. Even …
Keep Marketing During Difficult Markets
There is a tendency for companies to downplay the importance of marketing – and even cut or eliminate marketing – during challenging, uncertain or flat market climates. Instead, this is when the companies should double-down on marketing. Corporate leadership can’t be completely …
The Importance of Marketing Plans
Every sports team – whether professional or amateur or, even, on the playground or in your own backyard – starts each game with a plan. It’s the same with marketing plans. We begin each year with a framework based upon a progressive …
The Marketing Plan Imperative
One of the memorable — albeit crude and colorful — lines from Hunt for Red October informs the importance of having a plan: “Russians don’t take a dump, son, without a plan.” It was intentionally blunt to drive home the gravity of the situation, …
