From the category archives:
By now, I’m sure you’ve heard a lot about The Avengers. Actually, it’s been virtually impossible not to hear a lot about it. In the wake of the flop known as John Carter, Disney is pulling out all the stops to market this blockbuster. Much has been written about both The Avengers and John Carter, especially on entertainment sites and magazines. But what do their corresponding marketing campaigns teach the company trying to market a chemical analyzer or Droid-based phone?
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There’s an important distinction between “Go-To-Market” and “Marketing.” “Go-To-Market” captures the thought of introducing your product into a specific market context. It is more “action-y” than “marketing,” and can serve as a rallying point for your team. So here are the three overarching principles for effective Go-To-Market strategy.
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Even though I believe there were a lot of crucial missteps on behalf of Microsoft, I can also see their perspective. There is a need for competition in the closed-systems smartphone market. There is a need for better cohesion in closed systems. It’s just a matter of playing the game well — and smart — enough.
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When did Pop-Tarts start selling as fast food? When I was a kid (apparently back in the Stone Ages, as my kids like to remind me), they were sold as something that had to be toasted first. Pop-Tarts were only for breakfast – end of story. Today, Pop-Tarts are anything but “only for breakfast.” Here [...]
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I’ve written before about the lessons we can learn from Research In Motion’s failure to keep ahead of their market (and we all saw how the market reacted to Netflix’s little flub), but with 2011 now behind us, I think there are some lessons worth revisiting. Let’s take a closer look at two companies that [...]
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We’re all familiar with this story. A business is at the top of its game, makes a trajectory-decision based on an assumption, and subsequently misses the mark. In this case, the business is Netflix…
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Although Blackberry has entered the lexicon as a standard reference to smart phones, the reality is that for the last five years, Blackberry has been losing market share to iPhones and Android.
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Jose Palomino is President of Value Prop Interactive and author of the book, Value Prop. Jose combines tactical creativity, strategic orientation, marketing savvy, and technical acumen to deliver insights, leadership, and results.
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