Gartner Blog Network

Tag: 'messaging' Blog Posts

from the Gartner Blog Network

Burning Down the (Messaging) House

by Hank Barnes  |  May 28, 2019

When David Byrne, the lead singer of the great band, Taking Heads, discusses the lyrics for their song, "Burning Down the House," he regularly says the lyrics don't make sense...

Read more »

Keeping Attention - Substance Over Style

by Hank Barnes  |  February 5, 2019

In most marketing organizations, there is a push to be cool.   We work with agencies and internal teams to create compelling ads and content that capture attention.   We want to...

Read more »

In Praise of the Obvious

by Hank Barnes  |  January 22, 2019

One of my favorite early marketing books was from Jack Trout, "In Search of the Obvious." It, and the importance of the concept was brought back to me by a...

Read more »

Marketing to Must Have Requirements

by Hank Barnes  |  January 15, 2019

I was reading some articles that I had tagged and saved over the holidays.   Several of them were case studies that went into some detail on successful implementations. What struck...

Read more »

Leveraging Enterprise Technology Adoption (ETA) Profiles for Product Marketing

by Hank Barnes  |  November 13, 2018

Many of my recent posts have been introducing (or reintroducing) Enterprise Technology Adoption (ETA) profiles.   We believe ETA profiles can be very revealing for both enterprise technology buyers and vendors,...

Read more »

Lead to, Not with, Differentiation and Capabilities

by Hank Barnes  |  October 23, 2018

As those that read this blog know, I'm constantly talking about improving messaging through storytelling.   But you also know I've been talking about it for almost 6 years and see...

Read more »

Spot The Difference - The Reality of Most Differentiation Efforts

by Hank Barnes  |  August 21, 2018

Remember Squeeze, a great 80's band that was renowned for their songwriting tandem, Chris Difford and Glenn Tilbrook.  Well, in 2010, they released a new album titled, Spot the Difference. ...

Read more »

Content Versus Conversation

by Hank Barnes  |  July 10, 2018

I regularly hear clients tell me, "If we get a chance to have a conversation, we usually win."  But they find it challenging to get to that point.  As I've...

Read more »

The Context to Care and Compare

by Hank Barnes  |  July 3, 2018

I've been beating the drum for better messaging through positioning and storytelling for years.  It's a repeated theme in this blog.    But many of the problems I have with...

Read more »

What I Look For When Reviewing Web Sites

by Hank Barnes  |  March 13, 2018

A frequent inquiry request for Gartner clients is a Web site review.  This is a great idea since technology buyers tell us that they view vendor Web sites as vendor...

Read more »