When does an idea become an innovation?

When it’s implemented. That’s the easy answer. And the hardest part. Ideas are the offspring and the wellspring of creativity. According to Wikipedia: “Creativity is a phenomenon whereby something new and somehow valuable is formed. The created item may be intangible (such as an idea, a scientific theory, a musical composition, or a joke) or a physical object (such as an invention, a literary work, or a painting).” Read More

Your brand story. And why should it matter to me?

“We’re the lowest priced single-family detached, non-motor court product.” “No two homes are the same—they are all different. Some have bedrooms with bay windows, because of these bump-outs. Others don’t. Nothing is cookie cutter.” “Two of our plans have full-sized driveways, so you don’t even have to deal with the motor-court at all.” Compelling, motivating reasons to buy a home in a new community? Or details I maybe didn’t know or need to care about, until that seed of doubt was planted. True story, experienced when shopping for homes in a new planned community. Read More

Your Market(ing) Has a Blind Spot

It’s embarrassing to admit it has been almost two years since my last post. I’m now inspired, and I can’t promise what will or won’t come of it. The world of marketing continues to evolve at vapor speed. Two years ago Instagram was just catching on. The notion of native content was foreign to most of us. And we still talked about the “awareness-interest-evaluation-trial-adoption” funnel. This model was old then, and today it’s prehistoric. Recent history (and in the discipline of marketing that means about a year) dictates we should be more concerned about the multimodal, multi-path, customer journey and not just getting our awareness (or number of FB likes) up. Read More