From the category archives:
One of the basic foundations of marketing is to humanize your brand – to make it known, trusted, and, well, accessible. It’s no longer enough to have a TV (or Hulu) commercial depicting a humanization of your brand or to have a banner on the side panel of Facebook. What you need to do is build relationships.
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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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What’s the point of the Windows Phone? I’m not trying to be unnecessarily biting here. Really – I’m genuinely curious. I’d love to pose this question to Microsoft’s development team. Or rather, I wish I could have been in the room during the Stage Gate Process. What was their marketing team thinking? How did they answer the question, “Should we bother making it?”
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Yes, you read that title correctly. Let me explain. The other day, I was getting (what I thought was) a routine haircut. As the hair stylist and I were shooting the breeze, she told me a little bit about a three-month trip to her home city – Moscow, and a salon there taking an innovative and inspirational approach to differentiation.
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Sure, it’s easier to jump on a bandwagon of the latest trend, but that’s not the entrepreneur’s way. The entrepreneur must seek to stand out in the crowd – a head above the rest. Of course, that’s easier said than done.
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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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