The use of information networks has conferred competitive advantage long before the advent of LinkedIn Answers, Ask, or Quora. In fact, to truly see the power of information networks, one need look no further than how the wealthiest family of the 19th and 20th centuries, the Rothschilds, used them…
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Monday, August 30, 2010
The Long-Term Value of Community Relations
Most marketers have a careful eye on metrics, such as cost per lead, conversion rates, and the holy grail of “hard” return on investment calculations. Yet with a fair percentage of marketing budgets pegged to quarterly objectives, a myopic focus on “short-term value creation” often excludes…
Continue reading "The Long-Term Value of Community Relations"Thursday, April 22, 2010
5 Insights Into Narrow Positioning
The impulse for marketing services firms to be everything to anyone has always been strong, but now it has become nearly irresistible, given the current economic circumstances. This has given clients the upper hand, driving down the price of generalist services and distracting many firms from…
Continue reading "5 Insights Into Narrow Positioning"Friday, September 14, 2007
The Perils Of Intuition
A hotel manager looks out in the lobby and notices a guest with a Hermes tie. Another is carrying a Prada handbag. In an instant and through “the power of the glance,” the hotelier decides these folks “look right” and are worth giving special attention. Unfortunately, this hotelier has probably just…
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