If you were to weigh all of the editorial that has been written about the Internet – the most exciting, disruptive communications platform ever created – I bet 75% of that edit would be about how it is tearing the stomach out of "old school" media ventures. Skype is killing telephone company landline revenue. Peer-to-peer music services have killed CD sales. Craigslist has halved newspaper classified revenue. Email has us on the verge of a 4-day postal service. Need I go on?
Not enough has been written about the money making side of the Internet…and that’s because there’s not a lot of that going on. If Web 1.0 was about ubiquity and connectivity and Web 2.0 is/was about usability, search and community, then Web (dare I type it) 3.0 is about revenue.
What is going on at the Enterprise 2.0 Conference this week in Boston is all about revenue. Not about selling widgets or hard and soft goods but about how to make companies more efficient. The real breakthrough after companies are more efficient will be innovation. Innovation the likes of which we have never before seen. We will cure cancer, solve the energy crisis and even morph into a more peaceful planet when we create “social business design” solutions for our planet. (Thanks Dachis Corporation.) Oh yeah, it will create lots of money for corporations, too.
January 19, 2018 in Marketing
Back a couple of decades ago I wrote a memo to the president of FCB/Lever Katz, an ad agency in NYC, during a new business pitch for the consumer portion of the AT&T account, expected to be a $200 million dollar account. There had been a reorganization of AT&T and the head of the business […]
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 […]