Posted by Vince Giorgi on Oct 25, 2013
The headline on the McKinsey & Company article this week caught my eye: “How B2B companies talk past their customers.” It was an especially timely headline. Our team just finished helping a B2B client rethink and freshly articulate its brand positioning and messaging. The last thing we want them doing is talking past their customers. […]
Posted by Vince Giorgi on Oct 10, 2013
Here’s a weird, wintry metaphor to ponder if you’re a corporate marketer, business owner or senior executive putting the final touches on your 2014 marketing budget: If your company’s goal is to achieve something like hockey stick-shaped growth, then think of next year’s marketing plan and budget as a ski slope. I warned you it was weird and wintry. But hang with me for a minute. Let’s […]
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