Virtual reality will change everything. Eventually.
It was several years ago when I first experienced a virtual and augmented reality test. My head was spinning, and it wasn’t just because of the motion sickness. Like everyone, I imagined endless ways this could be used in a bunch of industries. Sure, entertainment and gaming are no-brainers. But what I viewed—and still view—as […]
An Open Letter to Marketing Managers
We work with a lot of marketing directors and VPs. They are great, driving the big picture brand initiatives. But by far, most of our time is spent in the marketing trenches with the unsung heroes of our profession. Marketing managers deserve a shout-out. So this letter is that. Dear Marketing Managers, Thank you. You’re […]
In B2B, Brands Still Matter
I was conducting some client research for a commercial product, and the salesperson I interviewed said something that made me cringe. “Brands don’t matter anymore in B2B sales.” Though I did recoil at the notion, I have to admit that he made some really valid points. Google makes it easy to search for the lowest price. Reduce purchase decisions to that and brands start to look shaky.
Five Things That Will Make Dealers Sell Your Brand
Brands that sell through dealer networks rely on them to close the sale. So at a key moment – when money is about to change hands – dealers are in control of the brand promise and presentation.
