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Category Archives: strategic marketing
How to create value for customers? A new model gives useful pointers and adds to existing insights about customer value marketing
To survive, the idea of ensuring ‘customer value’ is important for every organisation – whether you are a business or a non-profit. Amongst many existing views and approaches on the topic, a new model caught my eye in a recent issue of … Continue reading
Posted in strategic marketing
Tagged 'jobs to be done' model, agile innovation, brand experience, customer value, customer value marketing, customer value propositions, elements of value model, emotional benefits, freemium products, functional benefits, internet of things, lean start-up, long-tail concept, minimum viable product, perceived quality, service design, shared value, strategic marketing, strategic marketing, transient competitive advantages, value, value creation
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The best route to growth: build on current capabilities and expand in markets you are already close to
The best recipe for sustained, profitable growth involves a capabilities-driven approach – making the most of what a company already does well – rather than seeking to deliver whatever the outside world seems to need. This was the key premise of … Continue reading
Posted in strategic marketing
Tagged adjacencies, capabilities-driven, company growth, cycle of continuous renewal, distinctive capabilities, inorganic growth, leverage current markets, new market opportunities, opportunity evaluation, opportunity scanning, products, services, strengths, value proposition
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The Curve gives fresh impetus to ‘freemium’ marketing. Use product tiers with uncapped, variable pricing to maximise revenue.
“The Curve” by Nicholas Lovell is a recent book (Penguin, 2013) that tries to provide fresh impetus behind the notion of the ‘freemium’ business model, together with the notion of ‘the long tail’ – two related ideas popularised by well-known … Continue reading
Posted in strategic marketing
Tagged Chris Anderson, conversion, demand curve, fans, Free, freeloaders, freemium business model, head of demand curve, internet, long tail, Lovell, marginal production cost, niche markets, product tiers, referral networks, relationship marketing, The Curve, The Long Tail, word of mouth
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Making the most of a brand that people both hate and love!
Marketers have generally concerned themselves with generating and measuring positive attitudes towards their brand and not tended to worry about people who very much dislike their brand. This contrasts with political pollsters who have long been interested in knowing what share of the electorate … Continue reading
Forget long-term competitive advantage. Think rather of transient advantages!
For a long time the dominant idea in the field of strategy has been that success consists of developing a unique sustainable ‘competitive advantage’. But this notion is no longer relevant or appropriate for most businesses today and many management gurus have started … Continue reading
Owen Morris 'Stratminder' - strategic blog by strategic consultant / facilitator Mike Owen 