Your core sales and marketing message is supposed to be evergreen. Sure, some details may change. But at the heart of your message is a fundamental brand positioning that should stand the test of time. You repeat it over and over again – to employees, customers, and the kid next door – so it becomes the one thing your company is known for. In a perfect world, this is easy. But what if something goes … [Continue reading]
Four tips to help you crush the competition – from a 1935 sales playbook
I spent a few winter months of my childhood living in an 1800s watermill on a small farm in England. Inside the traditional farmhouse kitchen sat a large, blue, four-oven Aga cooker. Little did I know when I first experienced the warmth of that Aga stove that one of the most famous Madison Avenue advertising men of all time – “The Father of Advertising” – got his start in his early 20s as an Aga … [Continue reading]
What to do when a merger makes a mess of your message
Last year was a big one for M&A activity (a “record high”, according to The Economist*). Many of these deals made perfect sense. Some left people scratching their heads. In either case, a merger can often wreak havoc on a neatly buttoned up marketing message. If you’re running marketing or sales for one of the thousands of newly combined companies, how do you make sure your message doesn’t get lost in a whirlwind of post-merger … [Continue reading]
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