B2B, Business Development, Consumer Purchase Decision Model
Lead generation is a critical component of both B2C and B2B marketing efforts but it seems to be a source of constant frustration rather than a corporate jewel in many companies. The reasons are many, as shown below, but everything hinges on an agreements between...
B2B, B2C, Category Creation, Consumer Purchase Decision Model, Hi-Tech Branding, Positioning
Apple’s introduction of the iPad Pro with a 12.9″ screen and optional detachable keyboard, poses an interesting question. Is it a copycat tablet or a new product category? This may seem a minor point, but it is really a major one. At Regis McKenna, we...
Advertising, Banner Ads, Brand Equity, Consumer Purchase Decision Model, Hi-Tech Branding, Marcom, Positioning, Public Relations
Granted, Apple is one of the most followed companies around and is held to much higher standards than any other company but what can we learn from the media storm about Apple’s Bendgate? First – Do not Respond Quickly Time and data are needed to understand...
Consumer Purchase Decision Model, Hi-Tech Branding, Market Research, Positioning
On the 30th Anniversary of the introduction of Macintosh, I thought it might be helpful to examine some of the reasons for Mac’s success and how close it came to failure. I was not at Apple, but I worked with them for over a decade and many of the details are...
B2B, Consumer Purchase Decision Model, Hi-Tech Branding, Market Research, Positioning, Public Relations
By now millions of words have been written about Apple’s new iPhones that were announced earlier this week and their stock got hammered (for now). But why? Over several decades, I have observed a key phenomenon … The market for a company’s products is not...
Consumer Purchase Decision Model, Hi-Tech Branding, Market Models, Positioning
There is a wealth of information and expertise about branding in consumer markets, especially the packaged goods marketplace. However, significant emphasis on branding within the personal computer industry is a relatively new phenomenon. Although there are...
Consumer Purchase Decision Model, Market Models, Positioning
Many of us are familiar with the Whole Product concept which was developed by the Partners at Regis McKenna. However, like many ideas and concepts, it has its roots in earlier work. In this case, it was the work of Ted Leavitt, a professor at Harvard Business...
Consumer Purchase Decision Model, Market Models, Positioning
Like the Diffusion of Innovation (see post of the same name), we have Dr. Everett M. Rogers to thank for this critical understanding of how consumers and businesses behave. In his writings, he talked about how the adoption of a new innovation occurs in 5 steps: 1....
