Monthly Archives: January 2006

Get more sales by involving sales more

>The void between marketing and sales is often daunting, at best, an insurmountable barrier, at worst. Sales people don’t think they need marketing people and marketing people don’t think they need sales people. I struggled to close this gap while … Continue reading

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>Love Cavanaugh, Love Monkey

>I’ve watched two episodes of Love Monkey and I love it. Not only because Tom Cavanaugh is such a funny guy but because he’s wickedly funny. The stories are rather average, but the story telling is engaging. Like in Ed … Continue reading

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When does a brand consultant really earn his or her money?

>When they tell the client exactly what the client wants to hear? No. They can get that in front of the mirror in the morning. And it’s free! I think brand consultants earn their paycheck when they do everything they … Continue reading

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D.I.R.T.Y.

>Coke or Pepsi?

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The invitation is lost in the translation

>I really don’t understand why some brands use stories that are offensive to the prospective audience. They aren’t ‘inviting’ as required by the D.I.R.T.Y. (different, inviting, relevant, truthful and yours) brand model to which I subscribe. A posting in Walt … Continue reading

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The most strategic designer I know

>Sally Cooper Smith is the most strategic designer I know. I’ve told her to her face that this is so, so I don’t expect her to be embarrassed when she reads this. She knows it’s the truth. You see, Sally … Continue reading

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Whose brand does Barry Bonds represent?

>If the comments attributed to Barry Bonds at a weekend golf tournament are any indication of his ability to represent a brand other than his own, I don’t want him working for me. When he heard San Francisco manager Felipe … Continue reading

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The Marriott mattress is majestic, relevant

>I’m going to a Marriott property tomorrow to attend Mike Sansone’s blogging seminar. Too bad I won’t be staying in a room overnight, because Marriott has hit relevance on the head as far as I’m concerned. It’s right there in … Continue reading

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Another brand disconnect

>Mike Sansone shares a story about his recent visit to CompUSA, and the disconnect between promise and performance. It’s another example of what happens when truth is not part of the brand. In this case, CompuUSA thought branding meant a … Continue reading

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Doesn’t anybody read long copy anymore?

>A friend recently suggested that my posts were rather long for a someone trying to shorten his copy. While I admit that’s my goal, I’m also getting a little frustrated with the widespread emphasis on short copy that seems to … Continue reading

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