Perspectives

Strategy Tweet

Twitter: Social purpose – brand or reputation?

Article Strategy

MIT Sloan: Achieving the Ideal Brand Portfolio

In 1995, Royal Caribbean Cruises Ltd. acquired Celebrity Cruises Inc., an award-winning pioneer in premium cruise travel. Over the next five years, RCCL poured over a billion dollars into new vessels and advertising to support Celebrity, which seemed like the perfect complement to RCCL’s Royal Caribbean brand.

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Article Strategy

Type 2 Consulting - Published Articles - Rethinking the 4 P's

Harvard Business Review: Rethinking the 4 P’s

It’s time to retool the 4 P’s of marketing for today’s B2B reality. As a framework for fine-tuning the marketing mix, the P’s—product, place, price, and promotion— have served consumer marketers well for half a century.

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Report Strategy

Report: The Outcomes Era

Marketing is the business discipline focused on how a company interacts with its markets. Although the fundamental purpose of marketing remains constant over time – namely, to support the business’ goal of creating customers – the activities of marketing change to reflect whatever is most critical to acquiring and retaining customers at any given time.

This means that, among all the business disciplines, marketing is the most sensitive to changes in technologies that affect how customers discover, evaluate and purchase products and services. Marketing is therefore the most context-dependent of all the business disciplines.

It is therefore to be expected that marketing should have been through a number of “eras” since it first emerged as a business discipline at the beginning of the twentieth century. The goal of this report is to analyze the changes in technology that give rise to each era in order to understand how marketing should respond to the latest technologies – digitization, the Internet of Things, and personalization.

Our conclusion is that a focus on customer outcomes is what is required to ensure that marketing continues to meet its purpose of acquiring and retaining customers.

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Strategy Video

The S.A.V.E. Framework

Video: The S.A.V.E. Framework

Strategy Tweet

Twitter: Stories Are Not Entertainment

LinkedIn Post Strategy

LinkedIn: What is the Real Balance Sheet of Your Business?

Commentary Strategy

Commentary: Differentiation in B2B

Differentiation is often spoken of as the holy grail of marketing.  It is what makes your product or service stand

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Article Strategy

MIT Sloan: Don’t Confuse Brand With Reputation

The recent spate of corporate scandals and executive misdeeds, including backdating, pretexting, embezzling, anonymous blogging and other unsavory activities, has brought the “reputation imperative” to the top of the agenda for business leaders.

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Strategy Video

Social Media & the CEO's Agenda

Video: Social Media & The CEO’s Agenda

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