Competitive intelligence conjures up images of spies, secret agents…James Bond, Ethan Hunt or even Mata Hari. While some may think this way, you need to think of competitive intelligence as a business strategy. The gathering of information to help you make better, informed strategic decisions. A competitive intelligence program can be used to gather insights on a consistent basis in areas such as: Understanding the dynamics of the market in which your competing. (See earlier

Developing messaging for your new campaign is simple, right? Identify the markets or categories you want to target, get to know the customer—his or her decision journey, motivations, pain points – then develop your brand message, slogan, creative and communications channels. Then market to them with a one-size-fits-all approach. Easy right? Wrong! Every year companies launch campaigns only to have them fail. Sometimes it’s the messaging that doesn’t speak to the needs of

When we think of silver bullets, we know they were a symbol for the Long Ranger. And, they certainly killed a Werewolf or two, but I can’t think of a silver bullet that solves all of our marketing and communications challenges. There is no silver bullet in marketing! I know a lot of people thought social media was going to be it, just like we thought websites were going to be it too. But, there is no silver bullet. I’m a big believer in integrated marketing and perhaps even m

Regardless of whether you’re competing in the B2C or B2B marketplace, understanding buyer behavior and what drives their decision to buy is essential—not only for sales, but also in the development of marketing messages. When thinking about your product or service, don’t start with the features and benefits, think about the need of the customer or user. For example, think about motor oil. Does the customer begin by thinking I need a motor oil with all these various properties

Storytelling can be found throughout history and in every culture around the world. The art of storytelling is certainly not new and has been used to recite the tales of great heroes or villains. Storytelling has been used to shape and redefine events in order to persuade and change possible outcomes in history. Power Up Persuasion When you think about storytelling, don’t think in terms of “once upon a time” but instead what story you’re trying to communicate. When you think

I was asked recently by an associate to help them with positioning and a messaging strategy for one of their clients. Seemed like a logical request. After all, they are in the process of reworking the client’s website, launching an SEO and social media program, as well as developing a variety of content to speak with potential customers along their buying journey. Interestingly, the client responded with… “Well I’m just not feeling it.” We don’t see the need to brand the comp