There are a couple of really smart consulting companies I’ve been following for a few years: The Altimeter Group and Dachis Group. The latter gave birth to a concept called “social business design” and the former more recently codified a similar practice they call “social business.”
Following Dachis Group from a far, it was my view that they should monetize by selling software. Build it once, charge forever. Consult regarding the need for a new, more efficient way to do business then sell proprietary software that enables it. This approach is one with which Accenture’s has had great success.
Altimeter, on the other hand, is all about the consults and the hourlies. When you don’t have to push your own product, it appears cleaner to customers. Selling knowledge and providing the groundwork for companies to heal themselves is viable and healthy.
There is room for both approaches and each company has a long list of blue chip clients. Today in this very digital world there is enough pie to go around.
Because marketing is at the center of all things business and because brands are the drivers of what is marketed, there is big room at the table for brand planning. (You saw that one coming.) In fact, social business without brand planning can sometimes be little more than a loose federation of processes, tools and measures. Organizing everything with a principle that sells more, to more, for more, more often is the last mile of social business. Peace.
October 23, 2017 in Brand Strategy
A couple of years ago a smallish branding shop contacted me about helping creating a strategy for a division of a top 5 consulting company. The master brand is known to all and likely has a brand strategy (maybe not) but the division we were helping offered a very complicated, layered value proposition in health […]
October 17, 2017 in Marketing
Mitch McConnell recently accused President Donald Trump of “excessive expectations” with regard to the speed at which democracy moves. As a brand planner I kind of like excessive expectations. The right brand strategy can snowball into many more business accomplishments than most marketing directors would ever agree to. I like to load up on business […]
If I say Las Vegas shooting you know what I mean. If I type “Las Vegas sh..” into Google, it auto defaults. In 5 years if I say Mandalay Bay Resort and Casino are you likely to think of the same carnage? Hopefully not. The words “nine one one” have a very different meaning than […]
October 13, 2017 in Marketing
The two fundamental components of strategic marketing are the brand plan and the marketing plan. Most companies have a marketing plan. They also have brands. Not always to they have both. The marketing plan is viewed through a lens of “making money,” as it should be. Each tactic, event or channel strategy is gauged by […]
October 12, 2017 in Marketing
The Boy Scouts of America are getting ready to allow girls as members. Bravo. Or should say Brava? Legislating inclusion is very American. If girls want to join the Boy Scouts and their parents agree, go for it. Jealousy, bullying, sexual harassment and other injustices are going to happen regardless of age, dominion or organization. […]
October 11, 2017 in Marketing
I first heard of Masayoshi Son, head of international conglomerate Softbank, in 2,000 when he purchased Ziff Davis. Since then he has been quite busy. His new big care-abouts are Artificial Intelligence and Robots. He has always been cutting edge – some hits, some misses – but the man is paying attention. And the man […]
October 10, 2017 in Marketing
More and more, technology startups are being purchased by multinationals to help large ships chug into the future. Owners in hot categories like self-driving cars, streaming video and alternative energy are cashing in daily as billion dollar companies purchase their intellectual property. It’s a tech thing. The purchased companies are small, 8-15 people, so prices […]