Gartner Blog Network

Tag: 'messaging' Blog Posts

from the Gartner Blog Network

“Next gen” Differentiation. Is that Lazy Marketing?

by Michael Maziarka  |  January 20, 2017

Recently I took a call with a customer during which we reviewed and discussed some of the company’s web content. As the primary point of differentiation, it highlighted that the...

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The Three Cs of Messaging and Positioning in Marketing: Pick Any Two

by Jake Sorofman  |  January 12, 2017

Late last year, I shared some thoughts on how and why positioning and messaging efforts so often go off the rails. One of the anti-patterns I described was what I...

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Need a Tag Line?

by Michael Maziarka  |  November 14, 2016

Recently I’ve taken some technology provider customer inquiries to review and discuss tag lines. My initial reaction to the first request: “this will be fun!” I imagined spending some quality brainstorming...

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WhatsApp Removes Wall to Businesses - Businesses Pop Champagne

by Jenny Sussin  |  August 30, 2016

Over the last week or so, there have been a lot of news articles flying around about WhatsApp being open for businesses and businesses are losing their collective minds with...

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Digital Marketing and the Convergence of Everything

by Jake Sorofman  |  July 26, 2016

A couple weeks ago, I wrote about the tyranny of words and how, sometimes, the more we say, the less we all understand. Loose language and opportunistic co-opting of categories,...

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Digital Marketing and the Tyranny of Words

by Jake Sorofman  |  July 7, 2016

Without proper care and feeding, words can become slippery, pernicious things. This, of course, is the case wherever and whenever words are used and abused, but it often feels particularly...

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Technology Category Names (and Why They Don't Always Matter)

by Todd Berkowitz  |  August 28, 2015

As many of you know, I wear two hats at Gartner. As a Tech Go-to-Market analyst, one of my jobs is to advise clients on to how the improve the...

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