Crafted Thoughts Blog

Capitalism: dying, or presenting new opportunities?

Is capitalism dying? Paul Mason’s thesis, and the subject of his now well-publicised book, is that it is. But is this a theory or just a well, kinda idea? And in any case, does it have real weight? Or as one reviewer put it, is it ‘deeply misguided‘? It’s a question, in the end, of how … Continue reading “Capitalism: dying, or presenting new opportunities?”

VMware’s Digital Imperatives: balancing differentiation with best practice

VMware’s ideas of what makes a digital organization show real leadership. But they also underline complexities and challenges for today’s enterprises as systems and ways of working converge, but the need to be distinct and differentiate intensifies. VMworld Europe was running at the moment (even as its parent organisation sets up to be bought by … Continue reading “VMware’s Digital Imperatives: balancing differentiation with best practice”

What does business need from CMO’s? Leadership I hope.

I sometimes wonder if marketing has become too sophisticated, too process and ROI focused. The reality is that you can introduce as many processes and metrics as you want, but unless you create sales and marketing strategies and communication that resonate with potential buyers and provoke them to act – and deliver buyer enablement, rather … Continue reading “What does business need from CMO’s? Leadership I hope.”

Emotional marketing requires emotional marketers

By its very nature, successful marketing surprises, differentiates, shows empathy, provokes and challenges. It compels and excites, tells stories, promises newness and affirmation, provides heroes (and villains) and loyalty. It doesn’t matter whether you are in the B2B or B2C space, your audiences still want these things. They want to be taken out of themselves … Continue reading “Emotional marketing requires emotional marketers”

What’s a burrito got to do with digital transformation?!?

I recently read an absorbing piece on LinkedIn about how Tressie Lieberman has helped turn around the fortunes of Taco Bell, the US fast food company. Tressie isn’t the CEO of Taco Bell, nor is she the CFO (although she now has a direct line into both of them!), in fact her roots are in … Continue reading “What’s a burrito got to do with digital transformation?!?”