weightless ip

The Universal B2B Soundbyte; no one ever got fired for hiring IBM/Goldman Sachs/Accenture…..this is the key. One soundbyte that appeals to all decision makers, across departments. No one makes B2B decisions alone (and survives  to tell about it). Replacing the Crumbling Cookie; the cookie is already dead, but no one has the solution.  And no, first party data isn’t scalable. We do.  Agency Growth Secrets; we can’t tell you, or it wouldn’t be a secret, now would it?  Positioning with a Moat; the notion of ‘owning’ a positioning is one of the most misused expressions in the industry.  

We know how to stake out a positioning,  but more importantly,  hold it for decades. A simple test can tell you if you really ‘own’ a positioning.  The Content Firehose; we need to make so much so fast, but can’t pay too much.  Fast, cheap and good…..here’s how to do all three.  A+ Attribution; without this, you might as well go home.  Be careful of the endless money pit that comes from trying to be ‘perfect.’ At some point, a dollar spent on better attribution only produces 99 cents of value.  Influencers with Influence; we love reach and boxcar numbers, but that’s for mass advertising that builds awareness. Influencer marketing needs to actually influence behavior.  

‍Cost/value analysis; map all potential marketing initiatives based on the financial/resource cost vs expected results into four quadrants – high/high, high/low, low/high, low/low. The production portfolio; everything from Hollywood class production to cheap & cheerful and tech enabled.  Every brand needs a portfolio of resources to accommodate the volume and range of work that needs to get done.

The Universal B2B Soundbyte; no one ever got fired for hiring IBM/Goldman Sachs/Accenture…..this is the key. One soundbyte that appeals to all decision makers, across departments. No one makes B2B decisions alone (and survives  to tell about it). Replacing the Crumbling Cookie; the cookie is already dead, but no one has the solution.  And no, first party data isn’t scalable. We do.  Agency Growth Secrets; we can’t tell you, or it wouldn’t be a secret, now would it?  Positioning with a Moat; the notion of ‘owning’ a positioning is one of the most misused expressions in the industry.  

We know how to stake out a positioning,  but more importantly,  hold it for decades. A simple test can tell you if you really ‘own’ a positioning.  The Content Firehose; we need to make so much so fast, but can’t pay too much.  Fast, cheap and good…..here’s how to do all three.  A+ Attribution; without this, you might as well go home.  Be careful of the endless money pit that comes from trying to be ‘perfect.’ At some point, a dollar spent on better attribution only produces 99 cents of value.  Influencers with Influence; we love reach and boxcar numbers, but that’s for mass advertising that builds awareness. Influencer marketing needs to actually influence behavior.  

‍Cost/value analysis; map all potential marketing initiatives based on the financial/resource cost vs expected results into four quadrants – high/high, high/low, low/high, low/low. The production portfolio; everything from Hollywood class production to cheap & cheerful and tech enabled.  Every brand needs a portfolio of resources to accommodate the volume and range of work that needs to get done.