Current Affairs
Finding the Perfect One
You offer great value, but how do you find that perfect customer? It often seems that the perfect client, the perfect person is elusive, and not easy to find. Yet you know that what you do—how you are, how you deliver on your promises—will be exactly what that one potential customer, that one person also…
Read MoreMarketing and Brand Strategy are the New Business Strategy
Living in A World of Constant Change. For every company, every brand, and every business from startups to Fortune 500s, the marketing plan is often seen as driven by the business strategy. This idea is a traditional view from business management practices of the last century. Actually, they’re one strategy in this constant world of…
Read MoreDisruption – Knowledge, Flexibility, and Revolutionaries
The Unexpected Challenge. The ability to shift, change and adapt is an essential part of what organizations need to do to survive and manage change in today’s world. Understanding this must be part of marketing and business operations. If your customers are not paying attention or they’ve totally changed, you need to know this. Disruption…
Read MoreSkipping Stones on the Water
Extending the effect of your marketing with social media amplification. When you sit by a lake on a lazy afternoon looking at the still water, you find the smoothest round and relatively flat stone about the size of a fifty-cent piece and, with a powerful spin, toss it and watch it bounce across the lake…
Read MorePeople, Personas and Motivations– Behavioral Marketing Works.
Blasting Ads At Everyone is Like Talking to No One. Historically, marketers have had a very difficult time identifying groups or subgroups that best benefit from a product. Obviously, that never stops anyone from selling. With minimal data to work with, companies bombarded consumers with unrelated ads, emails, phone calls, and other outreach that is…
Read MoreCrypto QR Code, Uber’s Customer Journey, Millennials and Craft Beer
Why Not Try a Super Bowl QR Code Ad? A $7 million price tag for a 30-second Super Bowl ad may have been worth every penny for Coinbase, a cryptocurrency exchange app. With roughly 100 million viewers it’s worth throwing some serious money at an ad if it can get measurable results. So why not…
Read MoreThe Customer Journey, Building Connections That Stick
Building Brand Value is About Creating Relevance Over Time. At Radiant we focus on what is at the core or essence of a brand, a company, an organization. Diving into this essence and doing a competitive analysis is essential since your audience or customers are hearing a cacophony of voices, offers, and representations of value. How…
Read MoreAmateurs, Experts, and Strategists
Focusing on a Plan Requires A Strategic View. The key to understanding economics, marketing, and war is in seeing the big picture and being able to adapt, shift and change even the small things to achieve your goals. You can’t get stuck in one way of viewing the world. That becomes the weak point because…
Read MoreListening.
Getting Away from the Noise. Marketing has a bad reputation. It should. Most marketers look for tools to reach more and more customers and grow their audience but do they really know who they need to reach and why anyone would be interested in what they are offering or broadcasting? New technologies allow us all…
Read MoreA Year Ending in Flux. What are the 2022 Marketing Trends?
The Global Disruption of Everything Two years ago the world was predictable, measured, consistent in all ways…often annoyingly so. As we all know, this suddenly and shockingly ended. The pandemic has brought with it the largest shift in global systems in recent memory. This disruption only emphasized the always-on connected and predictable way business, markets,…
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