The “Big Idea” is a time-honed construct of advertising agencies. It’s a notion that one brilliant creative concept will win the day with an advertising campaign. It’s an idea that dominated advertising ideology until recently. In the past 15 years our economy has changed from supply-driven, where markets bought whatever was made and sold,… Read More »
Marketing Mistake #2: Underutilize the CRM System
In my collaboration with Customer Relationship Management (CRM) implementors and sales consultants, I see consistent and also disappointing patterns. On the positive side, CRM systems are becoming more powerful and usable. SalesForce.com is exploding for this reason. On the negative, managers and the experts they engage to design, specify and implement systems fail to tap… Read More »
Marketing Mistake #1: Failing to Lead
Marketers who wait to be given their marching orders and to have all the facts in hand before putting a foot forward, will never achieve greatness. But many business managers are asking for greatness from their marketing investment. Something revolutionary. Category re-defining. Life-changing. Why should we, as marketers, give them anything less? The following are… Read More »
National Wellness Conference June 8-9
The Eat Well, Live Well, Let’s Move! Conference will bring together nationally-recognized speakers to deconstruct and help rebuild America’s understanding of obesity, nutrition and physical activity. This is an exciting time for intiatives that have been underway for years and are now receiving support from an array of sources, including the White House and First… Read More »
Brand is as Procurement Does.
Brand experience is shaped in every interaction a customer has with a company, from marketing and sales to product use and support. Therefore, sourcing has a huge impact on the customer experience—and the brand experience. Toyota left American auto companies behind by forming win-win relationships with suppliers, while Detroit followed old-school practices of beating up… Read More »
AMA Healthier Life Steps™ – The Health of Doctors Matters
The American Medical Association recently published two toolkits: AMA Healthier Life Steps™, for physicians to counsel patients, and Physician’s Health, a guide for physicians to pay attention to their own health, with a tool for them to use in consult with their own primary care physician. Together, the toolkits are intended to encourage a greater… Read More »
Health Care IT Update: HIMSS 2011 Conference
For those not directly involved in health care IT, HIMSS 2011 is the national conference, held in the Orlando Orange County Convention Center, February 21-24. By some accounts, the conference grew 20% over last year. That’s not surprising, considering electronic medical records and many other health care technologies are at the epicenter of the Affordable… Read More »
