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Welcome to my new experiment in newsletter fun: Above Average Intelligence.
I’m going to start coming into your inbox once a week with one big story, filled with ideas and analysis that can help your business.
This is my way of sharing some of the insights I’ve been developing working on and studying corporate strategy and pandemic marketing trends.
If you dig this newsletter, share it with folks.
Let’s do this!
Recently, someone asked me about success leading consulting projects and it got me thinking about frameworks. Something I’ve been thinking about since I have been taking a course on strategy during the spring.
What I realized as I sat at my desk reflecting on things was that there is a pretty simple framework that I have been using since I first trained as a project manager about a decade ago and that I naturally use in all of my projects.
Even better, it comes with a handy acronym…
Okay, if not handy…it is at least one I made up. …
Jonathan Brown and his team at STAR did a new webinar on making homework that may be helpful to people this week because a lot of folks have hit the pandemic wall.
How’s everyone holding up? Let me know! Don’t feel like you need to get through this period alone.
Are you watching Super Bowl prices? I’m doing a contest with Jesse Lawrence and the TicketIQ team. Predict the lowest get-in price and the lowest price to get-in at kick-off and you might win! We are going to give away two prizes either a $25 Amazon gift card or…
Let’s get this out of the way right now, all the brands that are rushing to declare that they are suspending or ending political donations in response to the mob that attacked the United States Capitol last week aren’t in any way showing off their brand purpose.
In most cases, they are offering up the most cynical form of psuedo-purpose possible.
Let’s take a look:
Happy New Year!
If you are like me, you cut out the new year saying once you’ve seen someone. So this will be the last time we talk about this.
All kidding aside, as we head into 2021, we all probably need to take a few moments to re-orient ourselves around our customers and our ability to meet their needs as we continue to deal with the impacts of the pandemic.
We regularly hear about stress tests for banks and businesses that are the foundations of our economy, but how often do we really understand or get the opportunity to…
Over the past few months, I’ve been watching one of the most clumsy brand rollouts I’ve seen in a while with the launch of HBO Max, AT&T’s entry into the streaming wars and an extension of the HBO brand.
There have been a lot of clumsy things about the brand launch like the 3 different apps that marked the initial entry into the market and that left everyone outside of corporate HQ scratching their head over.
Brand architecture is a really simple concept that should make it more likely that brand extensions flow out of the mother brand.
I’ve been doing a bit of keeping my head below water lately, doing a bunch of studying on a new marketing certificate, helping a few clients and partners out on some marketing and revenue work, and basically trying to give folks the benefit of the doubt on everything because folks are experiencing a pandemic with the stress of a financial crisis, a public health crisis, and the meltdown of an American president all going on at once.
But I sat down with this piece from The Drum today with Brian Whipple, Chief Executive of Accenture Interactive, and it is one…
That’s a totally loaded question, right?
But it is a bit rhetorical because what is “normal” in sales anyway?
In today’s economy, we are constantly changing with new tools, markets, and technologies. So normal is a bit of wording that is fungible in the best of times.
Back to the bigger point of selling during the pandemic, the answer to whether or not you can sell is yes.
In truth, you have to sell.
The revenue generators and sellers are the folks that are going to be most important to getting things back in the flow.
But can you sell…
I’ve been thinking a lot about marketing and strategy as the pandemic has unfolded and continues to unfold in uncomfortable ways across the United States.
Why does the pandemic make me think about marketing and strategy?
For a lot of reasons, but three that we will use to put this piece into context today:
A key question most of us are thinking about right now likely is, “What will our business look like now?”
In any crisis, rethinking your strategy and your business focus is important because the environment you are operating in changes, your customers’ needs and desires likely change, and, unfortunately, businesses fail at a much greater clip than they might in normal times.
The big idea when you look at your strategy as we continue to work through the coronavirus pandemic around the world is that, no matter what happens the basics of business are still going to be important.