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Marketing for Results

Grant Johnson

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Top Stories by Grant Johnson

Given all the pressure to deliver "in quarter" results, it's becoming increasingly difficult to get executive attention on strategy formation and/or re-examination.   Executive energy is largely consumed with driving operational excellence and available "cycles' are devoted to sales and growth initiatives designed to drive near-term, measurable improvements in sales and/or profitability.  It makes sense given we are still "heads down" working our way out of an enduring global recession. Nevertheless, there's a risk that by ignoring meaningful strategy formulation today, your company will likely limit its growth potential when the economy actually picks up.  So where does that leave marketers who understand the need to craft and refine strategies to drive long term competitive advantage?   Do we just wait for the recession cycle to end and then raise our hands highe... (more)

Top 10 Strategies for Marketing Success

The CMO’s Call to Action In today’s social, mobile, big data and cloud world, significantly increasing demands have been placed on marketing. But if you’re up for the challenge, there’s never been a better time to be a CMO. This comprehensive strategies guide – a detailed look into what needs to be top of mind for today’s CMO – provides a few stimulating ideas to make your marketing journey more successful. In this eBook, you’ll find insights into: The six key challenges to building your brand Formulating your strategy How to segment your market to maximize revenue potential Eng... (more)

Marketing Your Way Out of The Recession

It's anyone's guess when the recession bottoms out and we get back to growth.  Rather than remain in a "state" of denial - like California did for too long - or adopt a hunker down mentality - "let's just ride this one out" - as many companies have, there's a middle path of taking proactive measures steps now, so that when growth reappears, your company is better positioned to gain an unfair share of the increased customer demand that will be there to harvest.  Here are a few considerations to come out will your guns ablazing. Get back to basics.  One of my colleagues recently s... (more)

Is Your Brand Architecture a Foundation or a Façade?

If you haven't revisited your brand architecture in more than a year, it's likely what you're building is a façade, rather than reinforcing a foundation.  Because technology and innovation are inextricably linked, tech companies are continuously introducing new products and services, and in most cases, adding brands and sub-brands into their product portfolios.  Over time, even a sound architecture can begin to crumble under the strain of too many overlapping brand layers. It's not as if tech marketers are trying to create brand disorder and chaos, it's just that  inattention to... (more)

Technology Brand Development Essentials

Having created and shaped several successful brands over the past decade, including FrontBridge (acquired by Microsoft) and FileNet (acquired by IBM), there are a few fundamentals that are key to successful brand development. It has to start at the top with the CEO supporting an investment in branding and disciplined brand management. Without that, it’s a non-starter. Given technology companies are continuously innovating and changing products, the brand strategy has to be differentiated and relevant to target markets and the executional guidelines have to be consistently applied... (more)