Founders of startup companies often focus on their product/offering and their business/distribution structure. Both though are expressions of the question that every startup should really be asking itself first: “What will we be valued for?” In a very useful article on how to develop and articulate a value proposition, Thomson Dawson makes this point, “Those…
One could divide all strategies into three very different mindsets and approaches: Doing something new. Building on what you already do. Reacting opportunistically to emerging possibilities. “If you read what Peter Drucker had to say about competition back in the late ’50s and early ‘60s, he really only talked about one thing: competition on price….
Now this is most likely something that most of us already know to some extent. The scale and impact is non the less incredibly relevant and interesting and as such deserves repetition.. Online streaming of video content and networking on various social platforms are monopolizing mobile attention, according to Ericsson’s Mobility Report. Sixty plus percent…
When B2B brand messages miss their target Nils Hoffman (partner) and Agnes Claye (senior expert) from McKinsey spoke at the recent Corporate Financial Group roundtable event about the power of brands. What did you speak about? “Different touchpoints have different amounts of influence depending on where the customer is in the decision journey.” We talked…
From Transform Magazine’s Brand in Action series: On the seven seas Who: Maersk Group What: Maersk Group is one of the world’s largest logistics providers and is comprised of a number of business arms with a shipping fleet that includes 192 container shipping vessels, 172 oil tankers, 184 safety and support ships, 18 offshore drilling platforms and…
Revolving door opens the information highway The front doors at Esplanaden, the Maersk Group headquarters in Copenhagen, have been revolving for 35 years, keeping out drafts, noise and strays, keeping in heat and protecting the precious aura of a particular shade of blue. Or so it used to be. One person passing through them recently…
“You don’t know half of what you think you know. Marketing, especially the brave digital marketing frontier, is the last great apprenticeship industry. All of that stuff you learned in college is great… super interesting, helpful, but usually out of date by the time you arrive in the real marketing world. So use it for…
Found this excellent introductory article to the mindset behind conversion optimisation here and wanted to share it. It certainly isn’t the definitive piece written on the subject but offers both a nice intro as well as a perspective that is valuable when continuing the discussion internally. Guide To Conversion Optimization The goal of CRO is…
“If I could give my younger self just one piece of marketing advice, it would be to put my time and resources to best use by choosing just one social media platform to master at a time. If you pick the platform that gives you the best access to your target market and then spend…
Some great insights from Kip Knight at HBR here.. – // – I never considered myself an “ugly American,” but my UK colleagues apparently thought otherwise. Just before I moved to the UK to head up marketing for KFC International in Europe and Africa, Pepsico had bought out our joint venture partner in the UK. I was…