I write about strategies to turn fans into customers and customers into fans. I also share ways to use real-time strategies to spread ideas, influence minds, and build business.
Have you been following the introduction of Max, the rebrand of HBO Max? It’s crazy! Parent company Warner Bros. Discovery took a decades old brand, HBO, a pioneer in the world of delivering video content, and stripped away the brand equity.
Marketing is much more than generating attention. Every single interaction an organization has with an existing or potential customer is important. The way the telephone is answered (or routed into phone tree hell), the ease of making a payment (or not knowing what a bill is...
Best Practices | Business to Business | New Rules of Sales & Service | Sales Strategies | Worst Practices
When a customer begins the buying journey for a complex sale, he or she usually wants to learn about their sales representative. This is true of both big-ticket consumer purchases as well as B2B products and services.
When organizations set out to provide a product or service, they typically make the crucial mistake of believing that they are only there to provide that product or service—as if they’re merely there to fulfill a transaction.
This is the subject line of a recent email I received: Your CitiBusiness® / AAdvantage® Platinum Select® World Elite™ Mastercard® account has been credited. Yes, an 11-word subject line contained 5 trademark symbols.
Last week, tickets for the first dates of Bruce Springsteen’s 2023 tour went on sale via Ticketmaster. Features built into the ticketing platform including “Verified Fan” and AI-powered dynamic algorithmic pricing of “Platinum Tickets” did what they are supposed to do, respo...
Best Practices | Marketing | New Rules of Marketing and PR | New Rules of Sales & Service | Worst Practices
The biggest mistake I see with sales and marketing (and I see it all the time) is when companies focus too much on their own products and services.
Best Practices | Business to Business | Fanocracy | Marketing | New Rules of Marketing and PR | Worst Practices
It’s increasingly clear based on my years of studying fandom that people are attracted to that which is personal to them. An athletic activity, sports team, company, service, rock band, author, or idea that encourages people to be part of a tribe of like-minded people serves...