Entrepreneurship is innovation – if you can only describe your business in terms of another, you’re not innovating.
Supply and demand. It’s one of the most important principles in economics. Consequently, it’s also of massive importance to marketing.
While walking back to my car this weekend from the Portland Marathon Fitness Expo, I had the chance to swing by the Columbia Sportswear flagship store. I love that place, and I love seeing their new displays of fantastic products. Unfortunately, one major marketing failure made Saturday the exception.
It’s rare these days to see something truly innovative on television. We see remakes of TV shows. Remakes of remakes of TV shows. Movies that are merely updates of classic scripts rather than new stories. Even “classic” commercials are brought back up from time to time. Unfortunately, this lack of uniqueness has translated to the […]
When I first started consulting, my boss talked a lot about “ante in” product offerings. These are the kinds of things you are required to offer your customers in order to be taken seriously in the market. With iPod and Zune leading the market, anyone else who wants to sell and MP3 player needs to […]
What tone does your writing take? Are you the all-knowing sage of product advice, or the trendy counter-culture revolutionary introducing a new idea? What does the tone of your marketing copy say about your brand? Most of us publish marketing collateral without a second thought as to the tone with which our message is conveyed. […]