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The Taber Report -- Marketing Identity Crisis

taberconsulting.com — A confused product strategy can kill reputations and companies. Unfortunately, the "desert topping / floor wax" problem is only obvious when it's somebody else's. When it's yours, the most common clues come from marketing conversations that go around in circles. Here's how to detect and rectify a marketing identity crisis in your organization.

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  • CHolladay, on 10/10/2007, -0/+0Yes, agreed -- it comes down to the answers to some fundamental questions. That is, "Why are we doing this?", "Who are we serving?", "Who am I in the matter?", and "What difference does it make?" Along the way, it's also, "What do we have to show for it?" When we are responsible and hold ourselves accountable for these Q's & A's, we might wake up to the identity crisis - or not ;-)

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