Posts Tagged ‘strategy’

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Campaign Deployment Advice

Wednesday, April 11th, 2018

Creative without strategy is called art.  Creative with strategy is called advertising. attributed to: Jef I. Richards In my experience, campaign deployment can be exciting or overwhelming depending on how you approach the task.   Key Watch Outs Cost/Timing Consistency Rework Quick versus Right Let me take each of these watch outs individually. Cost/Timing This […]

Message Map

Monday, February 13th, 2012

One of the most challenging things in branding is ensuring the consistent delivery of your brand promise across all touch points. This is true in product and corporate branding, and especially true in place branding where a community’s citizenry can play such an important role in your communication mix. A tool I have found to […]

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Principle Based Decision-Making

Monday, January 23rd, 2012

People Do Not Realize The Importance Of Decisions Until They Make The Wrong One. One of the more important models I have been exposed to is the concept of proactively applying principles to guide decision-making, particularly your most important decisions. From an execution perspective, it is often not as easy as it sounds. But the […]

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The American Dream

Monday, January 16th, 2012

It is only appropriate to revisit the status of the American Dream on Martin Luther King Jr. day. There is some surprisingly good market research on this subject. I want to present top line findings from a couple studies. From my vantage point, how Americans feel about the American Dream is one reasonable look at […]

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Brand Promise Health Check

Tuesday, December 20th, 2011

One of the areas I get a lot of questions on is brand equity (or as I prefer to call it – brand promise). Most people want to know how to determine if they have a strong and compelling promise, and once they’ve decided on a specific promise they want to know how to ensure […]

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Influencing Investment Decisions

Monday, December 12th, 2011

Brand building is tough work. One of the biggest challenges is to translate your branding strategy into desired customer/consumer behavior. For consumers you want them to try, use and ultimately adopt your product or service as their preferred choice. In economic development, the desired behavior you want is for CEOs to decide to stay, expand […]

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Strategic Planning to Manage Change

Sunday, December 11th, 2011

I have been investing some time talking with people about their approach to strategic planning and have found that the majority of them engage in the process primarily to define and deploy priorities in their Organization/Department. This is certainly a great application of strategic planning, but not the only one. Strategic planning can also be […]

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Six Reasons Strategic Plans Fail

Sunday, November 27th, 2011

However beautiful the strategy, you should occasionally look at the results. Winston Churchill With every new calendar year typically comes a comprehensive review of your strategic plan. The intent of the review is to ensure the strategies and tactics selected are still the best choices moving forward, and make certain the organization action plans are […]

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Category FDI | Tags: Tags: , ,

You Can Avoid The Boom-Bust Cycle

Wednesday, November 16th, 2011

I recently read a policy working paper authored by Susan Cristopherson and Ned Rightor entitled “How Should We Think About the Economic Consequences of Shale Gas Drilling?” . In the paper, Susan provides a description of the potential for communities to experience an economic ‘boom-bust’ cycle. To describe the driving reason for the potential, she […]

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Category Shale Gas, Strategy | Tags: Tags: , ,

Creating Your Marketing Plan

Tuesday, November 8th, 2011

It is that time of year again. It is the time when your marketing and communication plans are due. Typically, you list a set of tried and true tactics, assign a cost estimate, and maybe add a little social media for good measure. But, have you ever thought strategically about the underlying structure of your […]

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Category Promotion, Strategy | Tags: Tags: , ,

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