What Physics Can Teach Us About Marketing
By · CommentsI never thought about physics and marketing in the same breath. But Dan Cobley, a marketing director at Google, is passionate about both, using the principles of physics to explain the fundamental theories of branding. For example, a larger particle, a larger mass, requires more force to change its direction.
It’s the same with a brand, he states. The more massive a brand, the more force is needed to change its positioning. And, Cobley says, that’s one of the reasons why Arthur Andersen chose to launch Accenture rather than try to persuade the world that Andersen could stand for something other than accountancy. It explains why Hoover found it very difficult to persuade the world that it was more than vacuum cleaners.
In physics,… Read more
Selling Social Media to Management
By · CommentsMy daily “Social Media Examiner” was delivered to my email box, as usual, this morning. The lead article is “9 Ways to Sell Social Media to the Boss,” by Ekaterina Walter,
a social media strategist at Intel. These are really valuable tips that are working for one of the corporate leaders in social media, Intel. I urge you to read the article in full but here is a summary of her main points:
- Display current conversations
- Don’t leave out competitor’s information
- Show your industry peers’ successes and failures
- Use data
- Start small
- Do risk analysis and contingency planning
- Seek outside help
- Create guidelines and enable your employees
- Stay on course
How is your company doing?
I received an email today that I found quite astounding from a financial advisor at a very well known global wealth management company. Here it is in its entirety:
“Dear Paladino,
Just a quick note to let you know that I have entered your e-mail address into my address book so that I can stay in touch with you on a frequent basis. As I periodically run across information that I feel you would be interested in, I will forward it on to you.
I hope everything is going well for you. Please feel free to contact me whenever I can be of assistance.
Sincerely,”
The name of the sender and her company shall remain nameless, not so much to protect the guilty, but because I don’t think everyone in… Read more
Can a Nameless Solution Solve My Problem?
By · CommentsI don’t like to pick on companies that are no doubt providing valuable services. But I cringe as if hearing chalk on a blackboard when companies advertise that they provide solutions. Solution is one of the most overused words. Solution is defined as the act of solving a problem.
How does a real company that named itself “Company Solutions” fix my specific problem? They claim, “To provide our clients with the highest level of service at the best price. Our clients are the cornerstone of our business and we always welcome the opportunity to service them.” I still don’t know what they are selling. And I would certainly expect the company to provide excellent service at a good price.
Here are a couple of… Read more
