Evolving technology keeps all of us on our collective toes, makes us more aware of our competitors and presents more opportunities to distinguish ourselves than ever before. Moreover, it adversely impacts those who fail to embrace it.
Your circle of influence should not be confined to your immediate sales prospects. That’s not what marketing in the 21st Century is about.
To succeed in marketing, we need to avoid the distractions and focus on the fundamentals. We need to pull ourselves out of the bubble in which we live to see ourselves the way others see us. It’s this uncluttered view that helps bring the clarity and objectivity that lead us to a sound strategy.
Marketing communications is not a democracy. It’s purely strategic. It’s based on research, data and even philosophy. It relies on experience, best practices and, oh yeah, talent. It is not something to be trivialized.
Business naming is one of the more difficult things we do. Aside from the creative challenges, there are three major hurdles we have to leap. For every name we present, there are, literally, dozens of candidates that never make the cut. The client never sees any of those.