|
|
|
|
Home>Marketing Articles>Strategy index
|
Strategy index
Please select the article of interest from the menu below.
The column on the right provides links to our archives, where you can view
entire newsletters.
| Title |
Subject |
Archives |
| The myth
of branding |
Opinion: Let's not kid ourselves,
brand equity is a temporary phenomenon, due more to market
inefficiencies than to our promotional prowess.
|
AdVerb
13 |
| Why
resellers don't sell, and why you should be glad they don't! |
Feature: It's
your reseller's job to provide distribution
points for your products. It's
yours to 'make a market' for those
products. Delegate your 'market
making' responsibilities with extreme
caution!
|
AdVerb
8 |
| The
importance of 'getting religion' |
Feature: Great content is more than
simple information, education or instruction.
Great
content flows from a higher cause … an ideology.
The
presence of this ideology adds an overriding
purpose to all of your communications,
supercharging their effectiveness.
|
AdVerb 7 |
| How
clean is clean: lessons from a monopolist |
Opinion: I
explained that there was another exciting benefit in sharing this
quality management system with potential customers (and with other
market players, for that matter). In sharing its system, our client
had the opportunity to establish an industry standard. |
|
| Baptism
by fire: a sustainable competitive advantage or else! |
Opinion: My
guest opened our meeting by explaining that he had a boutique
insolvency practice. Now, when I think of the word 'boutique', three
attributes spring immediately to mind: 'small', 'specialised' and
'expensive'. |
|
| The
Internet: 'business opportunity' or 'opportunity for business'? |
Opinion:
The fact is, there's more mileage in using the Internet to better
execute your existing strategy than there is in treating it as an
entirely new business model. |
|
| If
it quacks like a duck! |
Opinion: I
suspect that the market applies the ‘duck test’ to determine
whether or not a product is deserving of a new category. In other
words, if it walks like a duck and quacks like a duck, it’s probably
a duck! |
AdVerb 5 |
| Is
customer service overrated? |
Opinion:
Conventional wisdom denounced |
AdVerb 1 |
| Go
ahead. Compete on price! |
Opinion: Go
ahead. Compete on price! |
AdVerb 1 |
| How
Harry Edgecliffe's success killed his thriving pet food business |
Special feature: Humour:
competitive strategy in action. |
Harry |
| Discounting:
how to 'buy' new clients without selling your corporate soul |
From our archives: some
insights in to discounting |
|
[top] |
|
 |
|
Related content:
|
|
Relationship-centric
Marketing
|
|
See Justin live
|
|
Watch an online video
|
|
|
 |
|
Subscribe to AdVerb
free:
|
|
Read by more than
7,500
executives around Australia (and, in fact, the world), AdVerb is a marketing journal -
delivered periodically by e-mail.
|
|
|
Subscribe now
|
|
If
you've stopped receiving AdVerb, click here to update your
subscription.
|
|
|
|
View our current
edition
|
|
 |
|
|
|
Does
your sales process need reengineering?
|
|
Most sales processes are
designed to under- perform. Our Sales Process
Reengineering project will migrate your existing sales process
to a Relationship-centric process within six months.
|
|
|
Read about our
Reengineering Project
|
|
|
|
Testimonials
|
|
Justin Roff-Marsh and his team
have astonishing ability. Through brilliant insight, strategic positioning and
advertising copy, they have doubled the size of my business in a year. I cannot
believe how lucky I am to have these marketing geniuses working for me.
|
|
Gavin Ross
Gavin Ross & Co
Portfolio Management
|
|
Justin is
simply one of the most talented strategic and creative thinkers I've ever come across. His
specialty and great passion is working with 'entrepreneurial start-ups' (his words),
helping them to create and implement fast-growth marketing strategies. |
|
Chris Newton, CEO
Results Corporation
|
|
|
More testimonials ...
|
|
Submit
your own testimonial
|
|
|
|
 |
|
|
