Igniting the Revolution...

Change the way that Microsoft does Marketing...or Get Fired Tryin'

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  • Blog Post: The Long Tail and Branding...

    The BEST analysis I've read thus far of how branding must adapt/evolve to an Internet-enabled world. Just first rate. If you are in marketing, advertising, communication, or PR (and who isn't?)... The Elongating Tail of Brand Communication
  • Blog Post: Listening to your audience....

    I can't stand blogs where the RSS feed is only partial. I don't want to go to the website to read the rest of the article. Want to read it in the RSS reader. So, I was embarrassed in a big way when I met with loyal blog reader, Marc Sanders , and he said: "I've stopped reading your blog because of the...
  • Blog Post: Bill Gates' Last Day...

    Microsoft won't be the same Video: Bill Gates Last Day CES Clip Now, if we at MSFT can take this attitude and ability to laugh at ourselves and extend it out through all parts of our organization, I think the relationship we have with customers and partners will be revolutionized.
  • Blog Post: Scalable Partner Marketing Engines...

    I'm opinionated. I guess every blogger is. :-) But I have particularly strong feelings about the critical components to a scalable partner-led marketing engine. First, we don’t want to guess where the opportunities are. Nor do we want to guess which products are the ones where we should focus. Nor which...
  • Blog Post: SuperCruncher and Citizen Marketer...

    What's the holy grail of marketing? To not spend any money and have your customers do your marketing for you. I call them " raving fans ." My buddies Jackie Huba and Ben McConnell call it " Citizen Marketers " After reading Ian Ayres book, Super Crunchers , I visited the author's website and dropped...
  • Blog Post: The 4 year old test...

    When you prepare a presentation, er performance, for any group, may I suggest this: Prep as if you were going to talk to a class of four year olds Adults need the same thing, though you won't get the same instantaneous feedback, in terms of involvement and attention. My daughter's nursery school has...
  • Blog Post: Building a Partner Community, Part 3...

    When we talk about a "community" of partners and how we want them to market with us, we need to understand that community and marketing go hand-in-hand. A breadth partner community, by definition is a 1:many relationship. These partners don't have the unique, personal relationships on a 1:1 level that...
  • Blog Post: Book Review: Super Crunchers

    We know a computer can beat a chess grandmaster. Can a computer more accurately predict how the Supreme Court will rule on cases than a group of Law School Deans, former Supreme Court Clerks, and Federal Judges? What about predicting better than a movie studio exec which movies will make money and which...
  • Blog Post: Two-Way Webcasts and Co-Revolutionaries...

    Webcasts are notoriously broadcast events. A hallmark of community building is that there be two-way dialogue (trust and transparency are the other two). Well, lookie here, because Eric Robertson, Shawn Ammons, and Marjorie Givarz on the EDU side along with Michael Batt and Amir Capriles from the State...
  • Blog Post: Marketing Blocking and Tackling

    Strategy is sexy. "Envisioning" is fun. Too often, though, marketers (hey, I'm guilty like everyone else) forget or downplay the critical element of tactical execution. Was talking with Drew yesterday about football (I've been a fan for as long as I can remember--as a 'Skins fan, this week has been...
  • Blog Post: Book Review: Linked

    Originally, I thought Linked would be more thoughts along the lines of Never Eat Alone and the value of networking, but boy, was I wrong! It was that and MUCH more. An in-depth investigation into network theory running the gamut of subjects from physics to cell biology to terrorism to the Internet. A...
  • Blog Post: Microsoft, Harley-Davidson, and Brand Passion

    A few years ago, I went to Daytona Bike Week. The first time I saw it, I did a double-take. A guy had the word "Harley" tattooed on one arm and "Davidson" on the other. Talk about brand loyalty. Harley doesn't send letters to bikers with guidelines about proper "context" for their logo. They are thrilled...
  • Blog Post: Revolutionizing the Newsletter...

    Most newsletters are boring, aren't they? As Mike Guzzo (on my team) says, "they are so 90's." Yet, MSFT continues to inundate our customers and partners with them. They are, frequently, multi-page long compilations of the interests of many different groups. As a result, they don't add much value. To...
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