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(Re)Discovering Relevant Value. (Part 2 in a series.)
“Procter & Gamble, the world’s largest consumer products company, has just announced a stunning new business strategy to jump-start growth. It begins in a startling, almost counterintuitive way —...
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The World Has Changed. (Are you telling the right story?)
“We need to rethink our message. What we’re saying doesn’t make sense anymore.” –Fortune 1000 CMO, September, 2009. This chief marketing officer isn’t alone. In the past 60 days, our firm has...
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The Business of Complexity: How to Leverage Change.
After more than a decade of consulting to some of the country’s largest organizations, Cohesion’s approach has been refined to accommodate and leverage the most difficult positioning and messaging...
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The Numbers Don’t Lie. (They can’t tell the whole truth, either.)
Is measurement inherently bad for marketing? Of course not. It’s when measurement becomes a replacement for insight and experience that the problem begins. And today, more and more, that’s exactly...
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How to Never Get Ahead in Marketing. (Or) Always Let Tactics Drive Your...
“Tactics without strategy is the noise before defeat. Strategy without tactics is the slowest route to victory.” -Sun Tzu [Please Note: This post is not intended as a strategy vs. tactics treatise, but...
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Quick, What’s Your Message?
“We’re hoping the economy turns around sometime this year so we can work on crafting our message,” an anonymous VP of marketing said to me last week. That’s funny. The reason I contacted this company...
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That Fortune-Filled Moment When Strong Strategy Meets Great Creative.
It’s the one reason the business of marketing and advertising still holds my interest after nearly 30 years and (especially if you’re a purchaser of marketing and advertising services) the reason it...
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Beyond Survival: Brand As Competitive Edge In Today’s Business Environment
Investing in a strong brand is one of the single most important efforts that an enterprise can undertake to ensure continued relevance and growth in a rapidly changing market. Unfortunately, many...
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Cohesion is a Brand Agency.
Are price and availability more important than quality and affinity? Is loyalty, of any kind, just too much to expect? Is ‘big thinking’ simply not needed in an era of ‘big data’? If you believe the...
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A Novel Idea: Say Something Worth Saying
The biggest, real opportunity for marketers today is not about embracing the next technology, it's about better using the ones we have. And to do this properly, we have to look beyond the the medium,...
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