Posted by: Mitch/Ralph on: May 7, 2009
A year ago we published a paper on marketing in a down economy. We identified 11 key tactics. I am sharing them in this blog over the next few weeks, but if you want them all at once you can download the paper free.
Tactic #4 is to focus on profitable accounts. The trap of marginal business [...]
Posted by: Mitch/Ralph on: January 11, 2009
In the January 5, 2009 issue of Ad Age, Al Ries published an insightful article entitled “The Difference Between Building a Business and Building a Brand.” We agree with virtually all of Al’s points in his article (as we usually do). The key messages in his article as we read it are:
1. Brand popularity/recognition and brand value [...]
Posted by: Mitch/Ralph on: November 5, 2008
Not to sound like a broken record, but companies that focus tend to do better than companies that do not. If for no other reason than because they can become great and relevant at something, which assuming that is something customers care about, generates sales and profits. This need to focus is especially important in [...]
Posted by: Mitch/Ralph on: October 3, 2008
As we have preached for many years, one area where companies do themselves in is lack of focus. In an effort to “spread their risk” or not “put all their eggs in one basket,” too many companies diversify into mediocrity. As my friend Ted Steinberg likes to say, “They confuse showing up for business with [...]
