Sign in
  • Home
  • Contact
  • About
  • Process & Pricing
Sign in
Welcome!Log into your account
Forgot your password?
Password recovery
Recover your password
Search
Sign in
Welcome! Log into your account
Forgot your password? Get help
Password recovery
Recover your password
A password will be e-mailed to you.
Brand Strategy. Steve Poppe, Founder.
  • Home
  • Contact
  • About
  • Process & Pricing

Betting on the future!

By
Steve Poppe
-
April 30, 2008
1034
0
I do an awful lot of squawking about rear view mirror brand planning. The rearview mirror is a notion borrowed from Mark Anderson (http://www.tapsns.com/aboutmark.php) a brilliant technology pundit. It refers to that mode of marketing strategy development driven by the past. At its worst, rear view mirror planning results in strategies which mimic successes the past, at its best, it takes learning from the past and synthesizes new ideas or mashes them up.
 
To a marketing planner, the Holy Grail is seeing in front of the car and around the bend, to take the metaphor a step further. If you can do that and wrap a big branding idea around your product, it will succeed.
 
But seeing the future is scary. I wonder if the inventors of email and cell phones saw the success these breakthrough technologies would become?
 
Brand planning requires understanding basic human needs. It’s not Maslow’s theory so much as common sense. At Zude, the social computing platform for which I am marketing director, we know everyone will have a web presence in time. The consumer generated content category is on fire – mainly due to teens, tweens and techies. But if you’ve done the math, you know that the rest of the population is huge. This other segment of the market is underserved yet truly likes to explore, communicate, share and make new acquaintances. They are aching to participate, even if they don’t readily admit it. If we make it easy for them to participate, they will come.  That’s the future.
 
 
 
Share on FacebookShare on TwitterShare on Linkedin
  • TAGS
  • Account Planning
  • Brand Planning
  • cell phones
  • email
  • marketing
  • maslow
  • mobile
  • whats the idea
  • whatstheidea
  • zude
Previous articleGM Can’t Spin
Next articleMobile Uploads.
Steve Poppe

RELATED ARTICLESMORE FROM AUTHOR

Marketing

Little Q & Large A.

Marketing

A Brand Strategy Regret.

Marketing

Personal Branding is a Fool’s Errand.

Recent Posts

  • Common Brand Values
  • Claim, Proof and Kandee Johnson.
  • Brand Strategy Framework
  • Brand Stalker?
  • Poster, Pasters and Posers.
  • Little Q & Large A.
  • A Strategic Welcome To Burger King.
  • Starbucks New Dress Code
  • Brand Naming is Critical.
  • By-The-Pound or Buy The Pound.
  • What Brand Planners Have in Common.
  • Ingles Market Tagline.

Archives

Categories

  • 3 Ps
  • 4 Ps
  • Account Planning
  • Advertising
  • advertising technology
  • anthropology
  • Apple
  • artificial intelligence
  • authenticity
  • automobile marketing
  • B2B marketing
  • Bank Marketing
  • Behavioral targeting
  • benefit shoveling
  • Beverage marketing
  • beyond the dashboard
  • beyond the dashboard planning
  • Big Data in Marketing
  • binary brand strategy
  • boil down
  • boilerplate
  • brand
  • brand agenda
  • brand bank
  • brand brief
  • Brand builders
  • brand building
  • brand claim
  • brand craft
  • Brand Design
  • brand discovery
  • Brand Engineering
  • brand experience
  • brand idea
  • brand journalism
  • brand love
  • Brand Management
  • Brand Names
  • brand persuasion
  • brand planks
  • Brand Planning
  • brand planning insights
  • brand planning tips
  • Brand Planning Tools
  • brand positioning
  • brand prepping
  • brand research
  • brand science
  • Brand Strategy
  • brand strategy adherence
  • brand strategy blogs
  • brand strategy compliance
  • brand strategy consultancy
  • Brand strategy definition
  • brand strategy discovery
  • brand strategy effectiveness
  • brand strategy examples
  • brand strategy framework
  • brand strategy hacks
  • brand strategy tarot cards
  • brand strategy tips
  • brand strategy tools
  • brand syllabus
  • brand transformation
  • Brand value
  • brand values
  • brand-babble
  • branding
  • Brands
  • brandsplaining
  • Business development
  • Business Planning
  • business strategy
  • care-abouts and goood-ats
  • claim and proof
  • claim and proof array
  • CMO Tenure
  • coca-cola brand strategy
  • Coke marketing
  • cold calling
  • Communications
  • Communications Planning
  • consumer care-abouts and brand good-ats
  • consumer insights
  • Content Creation
  • Content Marketing
  • content strategy
  • context in brand planning
  • copywriting
  • craft ecomony
  • creating bias in branding
  • Creative briefs
  • creativity
  • crm
  • culture-shoveling
  • Customer care
  • Deeds
  • DEI
  • Design
  • digital advertising
  • Digital Marketing
  • Digital Measurement
  • Digital media
  • Digital promotion
  • Digital Publishing
  • Digital Strategy
  • ecommerce
  • education
  • endemic benefits
  • Engagement
  • engagement planning
  • engineering preference
  • examples of great brand strategy
  • Experiential marketing
  • experiential research
  • Facebook Marketing
  • Fast Food Marketing
  • Fast Twitch Media
  • Featured Articles
  • Financial advertising
  • free day of planning
  • fruit cocktail effect
  • future fridays
  • future of work
  • Game Marketing
  • good-ats and care-abouts
  • Google
  • Green tech marketing
  • health care branding
  • healthcare branding
  • Healthcare Marketing
  • Idea Audit
  • Image Advertising
  • Innovation
  • insights
  • Integrated marketing
  • Integration
  • Intentional marketing
  • Internet of things
  • Is-Does
  • Leadership
  • logos
  • Loyalty marketing
  • Machine Content
  • market research
  • Marketing
  • marketing analytics
  • Marketing during corona virus
  • Marketing hacks
  • marketing plan
  • marketing predictions
  • Marketing Strategy
  • marketing tactics
  • marketing trend
  • master brand
  • master brand strategy
  • memes
  • messaging
  • Microsoft
  • Mobile Marketing
  • modeling marketing
  • Monetizing social media
  • naming
  • Negative Branding
  • networking
  • New product launch
  • Newspaper
  • one claim three proof planks
  • organizing principle for product experience and messaging
  • paper brand strategy
  • Pent-up demand
  • Performance marketing
  • personal branding
  • planner's prayer
  • poetry in planning
  • political branding
  • posters vs. pasters
  • pr
  • Pregnant context
  • presentations
  • Privacy
  • Product design
  • Promotion
  • proof
  • proof planks
  • purpose driven brands
  • QR Code
  • rebranding
  • Recruitment
  • remediation economy
  • reputation management
  • research hacks
  • restaurant branding
  • retail advertising
  • retail branding
  • Retail Marketing
  • Return on strategy
  • Sales Strategy
  • Sales training
  • Sampling
  • Search
  • search engine hacks
  • segmentation
  • SEO
  • service company brand strategy
  • Social Marketing
  • Social Media
  • Social Media
  • Social networking
  • Sports marketing
  • startup marketing
  • steve@whatstheidea.com
  • Storytelling
  • Strategic Planning
  • tactics-palooza
  • taglines
  • targeting
  • Technology Marketing
  • testing
  • Transmedia
  • Trends
  • Twitch Point Planning
  • twitter
  • User Experience
  • Video advertising
  • Wearable technology
  • web strategy
  • Website marketing
  • Yahoo
July 2025
M T W T F S S
« Jun    
 123456
78910111213
14151617181920
21222324252627
28293031  
© Newsmag WordPress Theme by TagDiv
MORE STORIES

Coca-Cola’s Only Brand Strategy.

Steve Poppe - May 19, 2015
0
“I’d like to buy the world a Coke and keep it company” were the words Bill Backer scribbled on a napkin during an unscheduled...