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D is for Dog!

The Boston Consulting Group Matrix (BCG Matrix) pegs products/services according to growth and market share. A rising star has high growth and high market share, a cash cow has low growth but high market share. An unknown has high growth but low share and then we have...

C is for Cheetah…..or Cheater..

We all want to cheat. Whether it's getting inside secrets, cheatsheets, unfair advantage, whatever, a surefire way to sell something is to position it as giving the buyer some benefit not available to people who don't buy. We want to cheat death - there are massive...

B is for Buffalo….Wrong again – B is for Branding

The value of your brand. What is it? Can a brand have value? The answer is your brand is both worthless, and priceless. Does anyone actually care about your 'brand'? I mean, other than you? I don't think so. What we do care about is how being associated with your...

A is for Aardvark….Only Joking! A is for Advertising

There are only 2 types of advertising - but what they are depends on who is talking. One basic distinction is between (a) direct response and (b) everything else. Another is between advertising that (a) works and (b) doesn't. A third is between advertising (a)...

Every Day, In Every Way….

‘And what is good, Phaedrus, and what is not good – need we ask anyone to tell us these things? (Robert M. Pirsig, Zen and the Art of Motorcycle Maintenance, 1974) Quality and value, like beauty, are in the eye of the beholder. Armand Feigenbaum in Total Quality...