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Richard Fouts

Research VP
Richard Fouts analyzes best practices in marketing management for technology and service providers, including insight and advice in brand management, market and competitive position, messaging, sales, and go-to-market strategies.
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How to Tell Stories Buyers Will Remember

April 9, 2014 | 1 Comment

By the time you read this blog post, over 12 million people will have viewed The Big Leap on YouTube. Lacoste’s ad illustrates what consumer marketers often do so well:  tell stories that tap into emotionally-filled memories.  Memory, after all, is the crux of brand awareness Often, you remember a brand because a marketer told… Read More

When Your Competitor Delivers More for Less

April 7, 2014 | 0 Comments

At the heart of value, lies the price/performance ratio, a measure of how much performance you offer for each unit of price. If you deliver more performance, at a similar or lower price than your competitor, you become the value leader. Similarly, if a competitor drops its price, with no diluation in performance, it has… Read More

Should You Launch an Internal Startup?

April 3, 2014 | 0 Comments

Gartner expects digital business disruption to heat up over the next 2 to 3 years. If your organization’s legacy model is being aggressively challenged by nimble startups – you need to act now. But, you can’t summarily abandon your legacy business model … ….in favor of one altered for a digital world, overnight (although many… Read More

How Real is Real Time Marketing?

March 26, 2014 | 1 Comment

Carl Sandburg once described a foggy day from the perspective of “a little cat” who peered through the harbor fog on its silent haunches before moving on.  A few years ago, real time marketing was like Sandburg’s cat. Its aspirational, illusive promise sounded misty and futuristic – causing a wait-and-see attitude. Meantime, our cat has… Read More

How to Pitch a Creative Idea

March 18, 2014 | 0 Comments

As marketers and salespeople we are good at generating ideas. Where we often fail is pitching them. Why does this happen? According to University of California business professor Kimberly Elsbach, it comes from preconceived notions about us (the pitchers) and our audience (the catchers).  Elsbach says: “Before you know it, your audience has placed you… Read More

The #1 Driver of Loyalty You Don’t Know About

March 6, 2014 | 2 Comments

Simplicity.   The mere sound of the word is musical. Listen to your buyers. If there’s one thing people don’t need in a world of sensory overload, it’s complexity, a sentiment that rings loudly in a survey conducted by IBM’s Institute of Business Value. Consumers say in the study that marketers try too hard to engage… Read More

What’s that Computer you’re not Wearing?

February 10, 2014 | 9 Comments

We all have better things to do with our hands when we’re shopping, driving a car, or riding a bike than hold a device to our ear or hypnotically gaze into a screen. It’s why consumers are especially attracted to the hands-free, mobile functionality offered by wearable computing. Wearable computing, or “wearables” is one of… Read More

When You Should Stop Rewarding Loyal Customers

February 3, 2014 | 0 Comments

If you’re a loyalty marketer, you likely know the name Hal Brierly (who invented the airline industry’s first frequent flier program, AAdvantage). At the time, Hal figured that the best way to encourage loyalty would be to recognize continued purchases. And so he designed a program that would reward customers based on the number of… Read More

Digital Marketing Leaders Speak Out

January 17, 2014 | 5 Comments

I recently gathered insight from executives that represent the leaading providers in our Magic Quadrant for Global Digital Marketing Agencies If there’s a common denominator among today’s modern marketers, it’s a focus on doing things faster. So it’s fitting to begin with IBM Interactive. Businesses are using digital marketing to engage customers with real-time, personalized,… Read More

What is Creativity?

December 19, 2013 | 1 Comment

When we hear the word creativity …. … thoughts immediately go to artistry. Creative people paint. They design. They’re good with color.  Creativity is mostly associated with sound and sight; with audio and visual. Creative people reimagine, reinvent or manipulate that which is, into something more visually interesting, often more imaginative and dramatic that its… Read More