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About Tom Barnes

Tom Barnes is CEO of Mediathink , an Atlanta-based media consultancy specializing in marketing strategy and implementation.
Mind The Gap : Bringing You, Your Prospects and Your CFO Closer

As a marketer, don’t you love it when someone in finance or operations (or even a neighbor) asks, “What is it you do again?”

8 Ways to Defend Your Media Dollars Against “Time Shifting”

Personal video recorders, PVR’s, are hot. So hot in fact, they are making a significant contribution in the frying of consumers’ attention spans. What’s an advertiser to do when the most affluent customers aren’t compelled to watch TV commercials and are, in fact, actively avoiding them?

Is Branding Dead?

That question raises ire in all but the most sanguine marketer. Branding dead? That’s heresy-just the type of thing to get your attention.

Actually branding will never die– it’s the tools and the means by which we typically use them to achieve the goal of branding that are, in fact, obsolete. What’s worse– every tool and technique we’ve spent our careers learning, useless or not, is under new scrutiny: a new, mathematical, quantitative, hard-core, squirm-in-front-of-your-CFO, scrutiny. After the wreckage has been removed even the slowest amongst us will discover it is disruptive marketing that has died.

Six Tips for Thriving in Today’s Economy

Sure, it’s tough out there. Nevertheless, both consumers and businesses are buying. Here are a few tips to help you acquire and retain more business.

Rethinking The Product Life Cycle: Brand And Segment Maturity For The Next Century

The product life cycle has been part of marketing strategy since the late 50′s. All of us are either intuitively or intellectually aware of its five stages of introduction, growth, maturity, saturation and decline. Yet, this classic model now faces the same inevitability it predicted for brands and market segments. We all face a new reality wherein everyone knows the model, emulates it, then with alarming regularity…fails. Failure comes from the predictability of the strategies that we all believed were dictated by the model. Over the past five years we’ve seen mature core brands suffocate under their own weight like lost, beached whales on the shores of EDLP (every day low price) Beach.

Tackling TiVo

Personal video recorders, PVR’s, are hot. So hot in fact, they are making a significant contribution in the frying of consumers’ attention spans. What’s an advertiser to do when the most affluent customers aren’t compelled to watch TV commercials and are, in fact, actively avoiding them?

Sales and Marketing: Sell Me The Money

We used to love sitting in meetings, sipping cappuccinos, and talking about “the brand” too. In 2003 it’s time to jump into the trenches with the “great unwashed”: your sales people and your company’s prospects. No whining. While you’re at it, you’d better brush up on the ol’ finance and math chops too.