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CMO OSI Innovation Clock

From Insight to Innovation: The CMO’s Role using the Digital Customer Journey

By on May 27, 2014 in Blog, diagram, media, segmentation

Announcing a new research paper From Insight to Innovation – The CMO’s role using the Digital Customer Journey

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So What is the Total Cost of Differentiation? The ROI of Brand Success for Sustainable Growth.

By on November 17, 2013 in Blog, media, segmentation

So you would like to guarantee differentiation? Short of an exhaustive competitive analysis in your market, and understanding of your target markets needs, desires, and preferences, and critical and technical review of your product and engineering teams capabilities and the fit with your product strategy……What if there was a mathematical formula for describing total differentiation […]

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mapping advertising relevance

Visual proof: Mapping tasks to advertising relevance

By on October 28, 2013 in Blog, diagram, media, visual proof

In this diagram, we see that several different disciplines work together to achieve relevance in Marketing Communications, or Advertising Strategy. Relevance is not a yet a button that you click, or an option on a targeting platform that you are using. It’s the culmination of research, planning, and execution, which must include a feedback loop […]

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Why is Relevance So Hard

Visual Proof: Why is attaining Relevance in Advertising so Hard?

By on October 28, 2013 in Blog, diagram, media, visual proof, visual proof

Many people and companies, assume that relevance is a property of the audience (or audience member), or conversely a property of the advertising (image, copy, placement). Well, it’s neither. It’s a property of the relationship between audience, message, product, and the time and placement of the advertising itself. It’s a meta-property. This is best viewed in […]

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