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Dreambox Learning Provides Great Startup PR Case Study
Some young companies just do it right when it comes to managing their launch. One of those was Dreambox Learning, which was acquired by the Charter Fund last spring. Founded in Bellevue, Wash., in...
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Five Great Ideas from Content Rules
Does the whole idea of “content marketing” scare you? Or are you wondering what the heck it even is? Then set those fears aside and pick up a copy of Content Rules by Ann Handley of MarketingProfs and...
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How to market a B&B?
“How could we market the way we built the B&B to build the business?” That was the owner’s question after first learning what I do for a living and then talking about the construction of their...
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How’s your geography?
Interesting story today courtesy of The New York Times on how primary through secondary students have performed on geography tests. I loved the Seattle Times’ headline for it as I thought it told the...
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What’s in a name? Perceptions and misperceptions
Several articles about oil shale caught my eye this past week including one on grist.org explaining that oil shale isn’t oil at all but kerogen. They also noted that getting that kerogen out of the...
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Life Cycle Analysis and Green Business Development
Melissa Winters from the EPA came to UW Tuesday to talk to my Environmental Innovation Practicum class about Life Cycle Assessment, also known as Life Cycle Analysis (LCA). She talked about an...
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What To Do About Global Weirding?
My mother-in-law phoned Tuesday. It was sunny and headed for about 60 degrees in Iowa. “It’s really weird. But I like it!” Thursday’s Environmental blog from The Guardian opened with this paragraph:...
View ArticleWhere is Tesla on the technology adoption curve?
The extensive debate around The New York Times’ Feb. 10 review of the Tesla Model S sedan and its ability to make a run from D.C. to Boston using Tesla’s new supercharger network along I-95 has...
View ArticleAre Sponsored Articles a Disservice to Readers?
That’s the question an article in yesterday’s New York Times Business Day titled “Sponsoring Articles, Not Just Ads” seems to be asking yet not asking. So I’ll ask it: are they? To me, that’s the core...
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Who would you target?
A student tried to stump me Tuesday during a conversation about positioning. “For a kids’ energy drink, would you target the kids or the moms?” Depends, I said. For instance, how old are the kids?...
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Building a Brand New Brand?
Summer School on the ClarityBlog: 2nd Class (part 1) Radical marketers, as defined by Hill and Rifkin in the book by that name, share 3 traits: They’re small. They have a strong, visceral tie with a...
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Creative Research Techniques
Summer School on the ClarityBlog: 3rd Class Today’s class deals with how to gather intelligence on competitors, the market and prospective customers when Harris Polls and Forrester Research are way...
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Putting Research To Work
Summer School on the ClarityBlog: 4th Class Geez these posts are long! Last class, we talked about how to get smart about your prospective customers and competitors when you’re resource constrained....
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Segmenting and Targeting: What are you selling to whom?
Summer School on the ClarityBlog: 5th Class I may have given you the impression on Tuesday that you get to magically jump from having done a bunch of research to inform your intuition straight to...
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Positioning: Why will they buy?
Summer School on the ClarityBlog: 6th Class “Positioning is not what you do to a product. Positioning is what you do to the minds of the prospects. That is, you position the product in the mind of the...
View ArticleLessons from Radical Marketing
Summer School on the ClarityBlog: 7th Class In my June 27th post, I mentioned Sam Hill and Glenn Rifkin’s book, Radical Marketing, which was published by Harper Perennial in 1999. It’s fun, well...
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How To Make Your Position Known
Summer School on the ClarityBlog: 9th Class Even though we have not yet dealt with the important Ps of Price and Place, I here introduce a quick overview of the Promotion P in an attempt to spur...
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Distribution Tips from Accelerate Marketing’s Elizabeth Andreini
Summer School on the ClarityBlog: 11th Class How will you get what you’re selling to your customer? That’s a subject Elizabeth Andreini, president of Accelerate Marketing, has tackled with the...
View ArticlePR: The Entrepreneur’s Secret Weapon
Summer School on The Clarity Blog: 14th Class I believe it was Jay Conrad Levinson of Guerrilla Marketing fame who referred to PR as a secret weapon and, having spent decades working for PR firms, I...
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Entrepreneurial Advertising? Yes, there is such a thing.
Summer School on The ClarityBlog: 15th Class Can entrepreneurs afford to advertising? Yes. I first wrote about Steven Clough’s guest lecture on digital advertising in 2011 after he visited the MBA...
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