Service Launches | Blizzard’s “Error 37″
Launching a new service, especially a cloud-based/SaaS service, is always a challenge. So many moving parts, or lines of code, or behaviors of employees to align and manage. When things […]
Category Archives: Services Branding
Marketing service-products and product-services
Product companies have long been augmenting their products with services (service contracts, subscriptions, etc.). For service companies, augmenting services with products can be both an essential part of the business […]
Guiding Marketing Conversation
You’re about to have one of those meetings during which “we’ll talk about Marketing.” Great. Try to go in with a framework to help guide the discussion. Today, for example, […]
When E. F. Hutton Hawks …
… will anyone listen? Reviving the E.F. Hutton brand is not a bad idea, especially if E.F. Hutton’s new marketers resist the temptation to change the brand’s “when E. F. […]
Xerox | What’s real about your business?
B2B services brands are built on evidence of a core resource or capability, an “asset” you bring to the table that your competitors do not. IBM, for example, is going […]
