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.
January 5, 2018 in Marketing
I found a little piece of scratch paper in my pile with this quote on it: “Customers who share your values will be attracted to your brand and are likely to become loyal to your brand and even enthusiastic advocates.” The quote was by Brad Van Auken of Forbes. If you believe this statement raise […]
January 4, 2018 in Marketing
I’ve done a good deal of brand work with startups. It’s not the easiest work but it is exciting because a great deal of the planning takes place “beyond the dashboard.” When I break out the “24 Questions,” (the follow the money questions) there’s not a lot of history to discuss. No last year’s earnings. […]
January 3, 2018 in Marketing
I’ve never used the word inchoate in a blog post before. Its definition is hard to remember, as is its pronunciation. I means “not fully formed” or “partially in existence.” Okay, okay you know where this is going. Am I that transparent? Most brands use inchoate brand strategy. Everyone says that have a brand strategy. […]
January 2, 2018 in Marketing
Brand strategy is, in a word, discipline. I define brand strategy as an organizing principle for product, experience and messaging; that’s all fine and good. But if the paper strategy isn’t actualized by management and marketing, all is for naught. As someone who came up in the ad business, I know that getting work approved […]
December 29, 2017 in Brand Strategy
Before Christmas, I was removing dead strings of Christmas lights from garland – not a recommended pastime – and as the mind wandered I thought of my favorite pastime brand planning. While hunting for the next light in the branches I found that my sense of touch was often more powerful than my eyesight. When […]
November 21, 2017 in Marketing
I was going over some notes taken during a recent WARC webinar presented by (my boy) Faris Yakob and came across a slide on the customer journey. I’m a fan of customer journey having created a facsimile I call Twitch Point Planning. Twitch Point Planning attempts to “understand, map and manipulate a customer closer to […]
November 20, 2017 in Marketing
I’m a big proponent of something I call Meme Metrics. Wikipedia defines a meme as “A meme (/ˈmiːm/ MEEM) is an idea, behavior, or style that spreads from person to person within a culture — often with the aim of conveying a particular phenomenon, theme, or meaning represented by the meme.” As a blogger who […]