Archive for August, 2016

Finding a Unique Market Position with the Moving Target Method

Finding a Unique Market Position with the Moving Target Method

. August 20, 2016

New businesses or businesses trying to figure out their unique competitive advantage and create a defensible market position would do well to think of their business strategies as a moving target. Most companies start out with a definite market and target audience in mind. They throw a bunch of ideas and activities against the wall and […]

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How to use Market Development and Co-op to Fund Big Initiatives

How to use Market Development and Co-op to Fund Big Initiatives

. August 17, 2016

If you’re selling a lot of another company’s products or taking on a new product line, market development funds for co-op advertising and other marketing activities can make a huge impact on your marketing programs. We work with clients to maximize co-op funds based on win-win negotiating strategies with their suppliers. And once co-op dollars […]

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Big Ideas are Evolutionary, not Revolutionary

Big Ideas are Evolutionary, not Revolutionary

. August 15, 2016

Great ideas are seldom revolutionary, but often evolutionary. TV’s Madmen series ended with a dramatization of a famous creative director coming up with an award winning Coke commercial tagline, that went down in history as one of the “Big Ideas” of advertising. But most of us mere mortals settle for creative ideas that help build […]

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Create Brand Authority with Video

Create Brand Authority with Video

. August 11, 2016

Most companies have the ability to build a competitive market position by becoming “thought leaders” in specific market niches and segments. This technique requires identifying individuals within the company who can persuasively communicate the company’s unique competitive advantages; identify with prospects and customers on emotional and intellectual levels; and have the ability to accomplish these […]

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Why Consultants can be so Productive

Why Consultants can be so Productive

. August 11, 2016

It’s been a while since I was a outside consultant. In my long career in marketing, sales and entrepreneurship, I spent about 10 years as co-owner of a high tech public relations firm, before and during the early days of the dot com revolution. And I remember how specializing in specific industries and focusing on […]

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Identifying In House Experts to Help Build Authority

Identifying In House Experts to Help Build Authority

. August 11, 2016

Nearly every company has one or more people, on board as founders, CEO’s, employees or consultants, that possess some unique knowledge, capability or understanding that can build the foundation to set the company apart from its competition.  These in-house “experts” can come from marketing, sales, customer service, tech support, manufacturing or higher levels of management, […]

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The Best is the Enemy of the Good

The Best is the Enemy of the Good

. August 11, 2016

“The Best is the Enemy of the Good” These are great words to live by if you want to build a successful business that is always innovating and trying out new strategies and tactics to stay ahead of the competition. The quote is attributed to the French philosopher, Voltaire (Le mieux est l’ennemi du bien), […]

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