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How Brands Can Combat The Silo Threat
19 February 2019 | 8:10 am

  We’ve all been there: After keying (or speaking) personal data into a customer support system, a human (or bot) comes on the line and promptly asks you for the exact same information that you just entered. Upon discovering that your problem is not something they can address, they transfer you to (hopefully) the right […]

5 Keys To Understanding Your Brand’s Competition
18 February 2019 | 8:10 am

As a brand strategist, a favorite part of any presentation I give to clients is a section on their brand’s competitors. What’s surprising though is how intrigued clients are by the findings. So often, competitive analysis is treated as a luxury when it should be a continuous activity. And because the analysis is designed to […]

How Marketers Can Change Agency Culture
14 February 2019 | 8:10 am

In 2016 Avi Dan a NY based Agency search consultant wrote an article in Forbes titled Why Aren’t Women Starting Their Own Ad Agencies? The thrust of his discussion acknowledged the increase in women at the top of the big Madison Avenue agencies and celebrates the transformation: “This development is long overdue. For decades, Madison […]

Segmenting The Market For Power And Profit
13 February 2019 | 8:10 am

You’re either pregnant or you’re not. And the market for pregnancy testing kits would appear to be similarly dichotomous: you either need a pregnancy test kit, or you don’t. If you do, you buy one and it helps you answer the first question in the affirmative or in the negative. So you’d think there’s not […]

Brand Strategy: Differentiation Versus Centrality
12 February 2019 | 8:10 am

Brands in a category are typically more similar than they are different. They have to be. They’re both trying to appeal to the large middle of the market. Classical marketing suggests differentiation is key: find a point of difference, or a unique selling proposition, and differentiate your brand on that basis in the customers’ mind. […]


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