Heat-Seeking Missile Marketing
The biggest advertising budget doesn't always take the prize in today's market. Companies that can afford to blanket the airwaves are losing ground to companies that have never even aired a television commercial. Consider warfare. The world's super powers aren't using super bombs. They're using heat seeking missiles and smart drones. The key to their success is knowing who is where, what they are doing, who they're doing it with and why.
Romancing the Customer
For years marketing gurus preached the key to market growth success was a powerfully articulated sales argument (ASA). Come up with a pithy, compelling way to express what you do better than anyone else, and you will convince everyone they'd be crazy to take their business elsewhere. In other words, you build it, you spin it and they will come – one message to your universe of customers resulting in the ultimate payoff. Perhaps they called it an "argument" because it was meant to be confrontational and definitive. If you want this, then get it here. There's no better place to get it.
Great Companies Tell Great Stories
Yes, I know. Brand advice is passé. So say the marketing to marketer gurus. Preaching to companies about branding is like pointing to the surgeon general's warning on a pack of cigarettes. That may be so, but about 47 million people in the United States still smoke, and 6,000 kids start smoking every day, so we better keep looking for new ways to get through to them.