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.
March 16, 2018 in Marketing
The problem with most brands is that they are skin deep. Products and services with derma measured only in millimeters. No depth. No real rational and emotional meaning. Why is that? Because brand building today is too randomized. No real brand plan. No organizing principle driving long term, meaningful KPIs. Sales and revenue are all […]
March 15, 2018 in Marketing
It’s great that Walmart wants to create greater shareholder value by getting into the groceries-to-the-home business, but I’m not so sure it’s good for the planet. I recently spoke to a younger mom who energetically juggles her work and family lives — she uses Walmart’s delivery to the curb service. She drives to Walmart and […]
March 14, 2018 in Marketing
I love this quote I wrote a few years back for a presentation to Gentiva Health Services, now owned by Kindred Healthcare: “Campaigns come and go, a powerful brand idea is indelible.” It’s so true. Ad campaigns get tired. Were I to guess, I’d venture the length of an average ad campaign is 2.5 years. […]
March 13, 2018 in Marketing
I’ve read a number of pieces by brand planners who advocate “question everything.” Look at a problem, then look at it from many other directions. Point-counterpoint. Question everything was driven home to me early in my career with McCann using AT&T’s heavy-handed reliance on consumer research and message testing. It was healthy to listen to […]
March 12, 2018 in Marketing
It’s hard for me but don’t want to get into politics when I talk about Meredith Corporation, the venerable magazine publisher – so I will leave the Koch Brother’s backing of Meredith’s purchase of Time Inc for another day. I will however dig into a bit of the Meredith brand. […]
March 9, 2018 in Marketing
I read something smart in an account planners group on Facebook yesterday about targeting. It suggested you have to refine the brand target so as to make a more compelling message. When creating your brand claim, you don’t want to address the entire consuming pop. Not everyone will like you. You have to find the […]
March 8, 2018 in Marketing
I so love what I do. (To many “I”s?) The job is learning. Then processing. Then assembling. And lastly, writing a little poetry — whiich becomes the brand claim. For years in the business as a pseudo strategist I wrote briefs as an advertising account manager. My selling ideas lacked soul. The briefs were fodder […]