March 13, 2018

In my last article, I discussed the Consumerization of B2B and why this marketplace is increasingly expecting the same gratifying customer experiences as in their roles as consumers.

Remember, if you’re selling into the B2B market your customer’s job is either to buy th...

March 3, 2018

I have held for many years that, ultimately, B2B customers are subject to many of the same influences and psychological needs as consumers. Sure, there was a time when personal relationships, three-martini lunches, and even cold calls could do the trick in many industr...

February 3, 2018

It’s been said, “Positioning is the art of sacrifice.” Meaning you can’t effectively be all things to all people all the time. For successful brand longevity and loyalty, it pays to pick a solid position – which is defensible – and own it. By definition, that means sac...

January 6, 2018

A danger all marketers face, whether you work for an agency or on the client side, is falling victim to the echo chamber effect. The temptation is there to hear only what we’re saying about ourselves, to the exclusion of what the customers need to hear about how we can...

November 4, 2017

The recent Dove debacle – the literal definition of “whitewashing” – is just one in a seemingly endless and accelerating series of brand-damaging misfires by marketers who believe they are too clever by half.

Oh Dove, did we not learn from the ill-fated objectifying by...

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I Took a Year Away from the Corporate World to Teach. Here’s What I learned.

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