RoR is the Right Mindshare Metric
In a world of metrics and accountability, we at Mindshare Advisors are often challenged to address the ROI on mindshare programs. Because mindshare is nuanced – you know it when you have it – it’s just not that easy to show in …
Add Chief Mindshare Officer to the C-Suite
Companies evolve in response to myriad influences such as buying habits, technology innovations, societal outlooks, and more. This is often reflected in titles that comprise the C-Suite. Over the past couple of years, some of the newest roles have included Chief Remote …
Do You Have The Right Kind Of Mindshare?
Mindshare is what we perceive and believe about something or someone. It’s more that awareness (e.g., “I’ve heard about it or them”). And – for the most part – everything and everyone has mindshare. Learn more about mindshare vs. awareness. You may …
The Flywheel Effect in Achieving Mindshare
Mindshare is a fickle beast. You can’t simply flip a switch and have mindshare. And, once you have mindshare, you can quickly lose it if you ease up. Mindshare is achieved (and maintained) through an approach strikingly like that of the “flywheel …
Strategic Planning Pushback
In the weeks since we published our post urging leaders to overcome planning phobias we’ve received feedback and read other posts challenging strategic planning, citing the majority of plans fail because leadership teams put too much focus on the strategy and too …
Mindshare and the Next Level
If you’re a business leader, your primary responsibility is to get the company to the next level. And chances are, that means launch, growth or exit. Or some combination of the three. For instance, if you’re a start-up, you’re in launch mode. …
Overcoming Planning Phobias
An astonishing number of corporate leaders we talk to do not have a go-to-market plan which Gartner defines as, “A plan that details how an organization can engage with customers to convince them to buy their product or service and to gain …
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, …
