Bob Apollo — March 20, 2017 Follow @bobapollo— March 20, 2017 Let’s face it, most so-called “thought leadership” is actually nothing of the sort. Much of it turns out to be a crude rehashing of already widely quoted statistics and crudely disguised product promotion. All-too-often, it does little or nothing to actually stimulate the reader … Continue reading It’s Time to Reverse Engineer Our Concept of “Thought Leadership”
Columnist Matt Umbro calls on marketers to use their intellectual abilities to question, scrutinize and analyze and make informed decisions. Matt Umbro on November 17, 2016 No matter your political views, this election reinforced an extremely important notion for us as marketers: We need to be willing and able to think critically about what … Continue reading What it means to be a critical thinker and why marketers need to embrace the concept
by Randall BeardSeptember 20, 2016 W. Edwards Deming, the father of Total Quality and one of my business heroes, once said: “It is not enough to do your best; you must know what to do, and then do your best.” This simple statement applies to many things in business, not the least of which is … Continue reading New Product Success: Why Concept Testing Is Never Enough
by Andre Oentoro Follow @breadnbeyondAugust 24, 2016 You may have heard of Dollar Shave Club, a startup company that sells monthly razor subscriptions for $ 1. In July, the company was acquired by Unilever for $ 1 billion US. Huge, isn’t it? Michael Dubin, the founder of Dollar Shave Club, started the beta website for … Continue reading Dollar Shave Club’s Secret: An Explainer Video (and a Brilliant Concept)
by Dave Wakeman July 21, 2016 Follow @davidwakemanJuly 21, 2016 Everyone throws around strategy and “strategic initiatives” and any other number of words that have strategy attached to them pretty randomly lately. And, in most cases, I feel like these conversations are based on little understanding of what will really make your strategy sell or … Continue reading All Great Strategies Start With One Simple Concept!
by Andrew Follett June 8, 2016 Follow @demoduckvideoJune 8, 2016 When you make a video, the creative concept behind it is key, but the concept is only the first step – the way you pitch it to your client is just as important. Here are the 4 things we do at Demo Duck, my Chicago-based … Continue reading How to Pitch a Video Concept Your Client Will Love