By Toby Stansell
|
11/17/2009
|
Posted in Branding
|
|
Subscribe to RSS
As with most of these writings, my take on this topic is nothing more than a shameless attempt on my part to take an idea first put forth by one of my contemporaries and put some context around it in hopes of broadening and deepening its application in a business setting. My hope is that the appropriate application and execution of these principles helps increase your competitive advantage, growth, and profitability.
I can still remember exactly where I was when someone first introduced me to the principle of The Crooked Wire. I was in New York City visiting a firm with whom we had formed a sales and distribution alliance to address a particular segment of the corporate apparel market.…
Read more »
By Toby Stansell
|
10/29/2009
|
Posted in Branding
|
|
Subscribe to RSS
I have been guilty at times of letting large discount retailers and the prolific availability of private label merchandise convince me that the brand name itself is of less importance to the consumer today. And with the explosion of outsourcing and license arrangements making it almost impossible to know who actually designs and produces the final article for the company whose label it carries, I am always a little leery of adopting brand favorites and brand patterns in my buying habits.
I recently read an article, however, that is not only making me rethink my position, but has actually enlightened me as to how we can use the current situation to actually strengthen our brand position with our consumers.…
Read more »
By Toby Stansell
|
10/26/2009
|
Posted in Marketing
|
|
Subscribe to RSS
Most sustainable business models are perpetuated by the sale and delivery of products and services that generate significant financial and/or operational returns for our customers. Some of us may be fortunate enough to provide “exclusive” product/service offerings that make it difficult for our customers to defect to the competition, because little or no competition exists… yet. Most of us, however, are on the other end of the spectrum in that we provide deliverables that are valuable, and sometimes essential, but the customer has choices. Regardless of in which camp we find ourselves, all of us must successfully address the issue of how to best leverage our market offerings to sustain important customer relationships (i.e. generate deep customer loyalty) if our…
Read more »
By Toby Stansell
|
10/12/2009
|
Posted in Branding
|
|
Subscribe to RSS
I don’t know exactly who it was in recent weeks from whom I heard the words, “stunning clarity”… nor do I know exactly who deserves credit for originally coining this phrase, but it has definitely struck a chord with me. In the book, Five Temptations of a CEO, Patrick M. Lencioni puts forth the supposition that one temptation faced by all executive leaders is to delay time-sensitive, critical decisions because we are not certain that we have all the facts or that the facts that we do have may really not be facts at all. We have over-invested in the cliché of, “All the known facts are not all the facts.”…
Read more »
By Toby Stansell
|
09/17/2009
|
Posted in Marketing
|
|
Subscribe to RSS
In recent days, we have spent much time and ink discussing how our companies can keep our heads above choppy economic waters. While in fact all of the ideas and approaches we have discussed have provided solid, universal concepts and a strategic thought framework relative to resource redeployment, most readers want to know more. Business leaders today want clear guidance and instruction as to specific actions we can execute that will result in improved performance. We want someone to prescribe a regimen of medication, much like a doctor would when we are ill, that will kill the disease that is infecting us. A simple, “Take three of these pills for the next seven days and you’ll be cured.” In short,…
Read more »