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Why Less is More: Product Strategy

Innovation Excellence

Anxiety floods the boardroom, the conference rooms, every decision. Costs are rising. Returns are flat. Margins are thinning. Now, private label competitors are beating us in every area: technology, price, placement, design and sales.

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Branding Strategy – 3 Keys to Engaging Your Internal Brand Team

BrainZooming

I’ll be presenting a Brainzooming workshop on internal branding strategy at the Brand Strategy Conference in New York, April 6-8. The workshop, while drawing on material from my Fortune 500 work, springs from multiple conversations at the 2015 Brand Strategy Conference.

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Stop Slowing Down Your Innovation Projects

Peer Insight

Disruption of markets worldwide has proven that speed is an important attribute of strong innovators. Companies that are built for speed can react quickly to changing preferences and competitors’ moves in the market, manifesting in greater potential to boost top and bottom lines. . Clearly frame the objective and guardrails .

Project 52
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Unleash Your Visual Superpower!

Boxes and Arrows

Yet at conference after conference, I meet designers at firms talking about their struggle for influence. Whether the customer is an individual consumer or an internal partner, your success depends on communicating what a product is and why someone should care. If you can’t sell a feature, maybe you shouldn’t build it.

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Make the Commercial First

Boxes and Arrows

Today, digital products like apps and sites require marketing. This is also a great opportunity to do market research. Many products fail because they don’t solve a need their customers have or because the customer doesn’t know they themselves have a need for the product. Also, it’s fun as heck!

Video 57
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Brand Strategy – Giving Employees Time with a New Brand Promise

BrainZooming

Yet, discussions and presentations at a brand strategy conference indicate many brands act as if “nearly simultaneously” is sufficient. A brand starts by understanding what the market perceives about it and how much latitude it has to change. Actively engage stakeholders in strategy AND implementation success.

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Why a Thought Leadership Strategy Isn’t What Your Brand Needs

BrainZooming

I’m scheduled for a background interview today on creating a thought leadership strategy. The eBook came from a workshop someone did at a conference I’ve spoken at many times. We have also never pitched a client on developing a thought leadership strategy or influencer marketing program.