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Category Archives: marketing

It’s the benefits, you idiot

A client once asked me, “How can I be more like Steve Job in my next presentation?””It’s simple,” I explained. “Tell your listeners why you’re excited about your product, share a vivid vision of the future that your product makes possible, and be specific about how your product will help them succeed in business.”Most people […]

Posted 11 October 2007 † guille § (photo)blogging ‡ Comments (0)

Wisdom report ‘07

(or the power of story telling)
This year’s Wisdom Report came out a few months ago, yet I keep turning to it seeking inspiration -or comfort.
Instead of the typical jargon-loaded White Paper, Marketing Sherpa let the actors talk. And they speak extensively about many aspects of marketing (email, search, blogs, social networks, www -all of them […]

Posted 07 August 2007 † guille § ‡ Comments (0)

ABBA

No, no, this is not going to be a eighties Swedish disco group revival…
In far too many B2B companies Marketing -and very specially Branding and Corporate Image- plays, at its best, a side role as just a reactive and instrumental function. Something that everyone is telling you (the B2B manager who has grown the company […]

Posted 10 July 2007 † guille § ‡ Comments (0)