by dustin | Jun 3, 2005 | Marketing
Ben McConnell and Jackie Huba point out that most of what defines today’s conventional marketing wisdom is derived from E. Jerome McCarthy’s introduction of the 4 P’s in 1960. Product, Placement, Price, and Promotion. That’s a 45 year old model...
by dustin | Jun 3, 2005 | Branding, Marketing
I’m a superhero. Don’t let the bald head and soft waistline fool you. I may not look like a superhero, but I am one. I’ve been a superhero since I was a kid, though they were humble beginnings. When I was six years old we couldn’t afford a...
by dustin | May 27, 2005 | Branding, Marketing, Series - Marketing Like an Actor
An actor looks for events in the scene he/she is playing. Events are changes. Could be a revelation of knowledge, a burst of anger because of careless words, or a number of other elements. I was directing two actresses this week in a training exercise. The scene began...
by dustin | May 27, 2005 | Branding, Marketing, Series - Marketing Like an Actor
Here’s a great example of marketing mystery. The box below was sent to owners of ISPs. Inside was a fortune cookie with the URL “whatsmyfortune.com” imprinted on its slip of paper. No salesheet. No business card. No fancy graphics (yikes! designers)....
by dustin | May 20, 2005 | Branding, Marketing, Series - Marketing Like an Actor
Relationship In his book Audition, Michael Shurtleff gives twelve guideposts for actors to follow in order to “get the part.” The first guidepost mentioned is relationship. Shurtleff stresses the importance of understanding your character’s...
by dustin | May 20, 2005 | Branding, Marketing
I’m sitting at my desk with a stack of industry pubs intimidating my lineup of project folders. I have a perennial backlog of marketing advice and business tip emails clogging my inbox. There seems to be an endless sea of blogs devoted to marketing and branding,...
