Understanding the interplay of value components vital to sound strategy
By Robert Wheatley

In his excellent book entitled “The Momentum Effect,” author J.C. Larreche describes the unique characteristics of momentum driven businesses that seem to grow more rapidly at the top line because consumers flock to their value proposition. He says: “Momentum powered firms don’t just offer good customer value, they offer compelling value – a value so intense and personal that it resonates with their needs in a gripping and powerful way.”

But value isn’t just a quick summation of benefits, features, price and the rational evaluation of those pieces. Read More»

Mattering comes in proportion to value to the consumer

Here’s a statement that pretty much sums up the foundation of our life’s work to help build brands and businesses:

Relevance and meaning come Read More»

Distilling the marketing game to its core essence

We recently saw a whiteboard presentation at Tom Asacker’s web site
that’s definitely worth a look. Read More»

How to identify the best in account handler talent…

There’s a great article in this week’s BrandWeek Top of Mind column about the fundamental requirement that agencies field strong talent. This has the feeling of a no-brainer perhaps, but the authors argue there are far too few of the top “15 percenters” as they call them who really “get it.” And getting it can best be described as Read More»