Attending this year’s AM&AA conference was an eye-opener. I wasn't a surprise that the M&A community is not conducting business as usual. But the creative thinking about how to jump-start and otherwise stimulate activity was inspiring. Some of the things I observed:
Brand Strategy & Planning
These are wickedly fast times, where new communication channels are opening at a dizzying rate and companies are endlessly looking for better ways to make customer connections.
This post is about strategic planning, and a preamble to a series on the subject. If leaders make the mistakes commonly made in planning, they waste the lives and fortunes of their stakeholders. This is an exploration of these pitfalls, and a look at a quantified strategic process that can change all that. The result: planning that has the potential to help organizations to perform their best, to maximize potential revenue, profit, market share, as well as lead to great satisfaction for investors, managers, employees and customers.
MENG Evening Marketing Leadership Town Hall Meeting January 21, 2010
Marketing leaders are in the line of fire. We’re on the road to the New Normal, but it promises to be a wobbly and unpredictable economic recovery. Fully exposed to the volatile pressures of an uneven recovery, marketing leaders must learn to navigate the change. This wobbling recovery will present challenges as we strive to manage reactions (and overreactions) within our organizations, markets and customers.
I’m pleased to announce key projects delivered for prominent clients in Q3, including a phase I community platform website for US Playing Card, bicyclecards.com, a logo mark for BOMA Chicago and brand standards for Chicagoland Chamber of Commerce.
Taylor Johnson and Olesker (TJO) has 30 years of helping real estate companies succeed in the Chicago market. Their media savvy and brand building skills have made them one of premier PR agencies in the region, and this year they took on not only a new partner, but a new identity. Torque was engaged to redefine their business brand, logo, emarketing and web site and sales tools – all in light of what they do best, giving brands a voice.
2007 has been a year of insights. 2008 will be a year of putting them to work. I suggest that the following fifteen points, born out in countless business and marketplace scenarios that we have all been observing and living through this past year, will bring success to the companies that capitalize on them. The dramatic changing power of several key trends comes from new technologies as well as customer Tribal behaviors. To capitalize on the opportunities, creative marketers will become highly interactive with their customer tribes in order to stay in relevant and valuable.
Irongate is an up and coming Chicago developer with a focused interest in giving new home owners what they really want – good design and good service. Their focus has been distinct architectural design and an astute sense for customer relations, even to the point of hiring a dedicated customer advocate. Torque was brought on to brand Irongate, develop collateral, a web presence and marketing materials for its various properties. The identity is a blend of their classic appeal and modern thinking.
In business, complex or expensive products and services are often obscured in the sales process for lack of a clear BIG IDEA. This can be an insurmountable deal killer. That’s because persuasion starts and ends with a clear big idea. It’s true whether you’re convincing your spouse on vacation destinations or leading your client’s purchasing committee to select a vendor on a seven-figure deal.
We’ve developed the following methodology to successfully develop and present successful solutions. But before I start, here are some ground rules form greatest effectiveness: