Imagine that your job is to scout an opposing football team. Initially you are given full access to your opponents. You get to watch them practice. You get to listen in on their planning sessions. You are allowed to watch their facility 24 hours a day to see who comes and who goes. You even… Read more »
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Those who work with me are used to me asking “what is the downside” as we evaluate a decision. While it may sound like a negative question, that couldn’t be further from the truth. When I ask for the downside on an issue, I’m really just asking “what is the worst that can happen?” Here’s… Read more »
The words “push” and “pull” have a long history in the world of brand building. For the past century or so, marketing professionals have used them to describe how our messages drive sales: a push strategy could “push” the product down through the sales and distribution channel to get it in front of consumers (mainly… Read more »
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A story about the TAMM strategy and how it can successfully build your brand.