by Mark O'Brien | Nov 20, 2014
Human psychology doesn’t play nice with the relationships between price, cost, and value. To illustrate the point, I offer this letter to a hypothetical client, a company with no brand recognition in its target market. The company is reluctant to commit to an...
by Mark O'Brien | Nov 19, 2014
If you’ve witnessed the fate of successful brands (little fish) after they’ve been devoured by larger corporate entities (bigger fish), you’re aware that, regardless of what they eat, bigger fish excrete the same thing, all the time. Why the...
by Mark O'Brien | Nov 17, 2014
If you’ve been keeping up with the experts (ahem), you’re like to have noticed many of them writing obituaries for branding (case in point). There’s a short list of reasons for which people write such things: They want to be controversial, in which...
by Mark O'Brien | Nov 14, 2014
If you want to make yourself instantly unpopular, say this in a sales meeting: “Marketing is not a sales-support function. Sales is a marketing-fulfillment function.” But make sure the door is unlocked, the hallways are clear, and the elevator is held...
by Mark O'Brien | Nov 7, 2014
This blog, you may recall, has a theme, which states, in part: “Everything of value has a price. The price must cover the cost.” Accordingly, let’s take a moment to contemplate the value of our goods and services. Let’s take into consideration...
