It is imperative that every company employee become the Custodian of the Brand. The whole concept of, “it’s not my job, I don’t do that,” is crazy! You have to hold the consumer’s hand even if another department owns the function. You have to bring the consumer comfort all the way to the point of […]
read moreTransactional vs. Relationship Oriented Marketing
When I took over marketing for the New England Patriots in 1997, the organization generated about $16 million in total marketing revenue (including suites and a very rudimentary version of club seats). The organization operated in a pure Transactional Methodology. Sales reps would “plop down” a package full of inventory from which companies would buy. […]
read moreRelationship Architects
There are many forms of business relationships. Whether they be business-to-business or business-to-consumer, prior to building any type of relationship, it is crucial to develop an ideal vision of the relationship in its final form. To successfully build one’s dream house, an architect must first create a detailed blueprint. To ensure a solid structure, every […]
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