by Mike Gospe | May 13, 2010 | Marketing
Conceptually, the theories of persona-building, positioning and messaging are easy to understand. However, sometimes it’s helpful for a marketing team to critique a real example and then discuss the parallels to their own business. An example that everyone can...
by Mike Gospe | Feb 5, 2010 | Marketing
If you are selling to CIOs or IT strategists, you may find this post of interest. (Visit The Marketing High Ground blog for more examples of personas.) Human perception is a tricky thing, for although teams may share a common understanding of their product portfolio,...
by Mike Gospe | Jan 14, 2010 | Marketing
When it comes to product comparisons, you can get some quick market research on how your product stacks up to a competitor. Just ask the Internet. I teach a course at San Francisco State University entitled, “Essentials of Integrated Marketing.” In that...
by Mike Gospe | Dec 8, 2009 | Marketing
One of my personal “aha!” moments about the importance of having a clear product positioning statement came about during my tenure as a PR manager with HP’s Test & Measurement group (prior to the Agilent spinoff). One of the divisions had just...
by Mike Gospe | Nov 10, 2009 | Marketing
Social media is on top of everyone’s mind. Most professionals have already set up their profile on Linkedin. While many individuals are becoming conversant with Twitter and Facebook, the jury is still out on how effective and compelling these new tools are for...
