by Marc H. Rudov | March 16, 2016 | Article
Do you know your cost of customers? Are you sure? Most discussions about customers center on two topics: the cost of acquiring them and the products they buy. If this is the case in your company, sound the alarm. First, thinking you can “acquire” a...
by Marc H. Rudov | July 8, 2013 | Article
Branding Is Necessity, Not Luxury Is your sales cycle — the time from identifying a prospect to closing the deal — one year or greater? If so, you have a costly sales cycle: lots of calls, emails, faxes, overnighted parcels, face-to-face meetings, group...
by Marc H. Rudov | January 6, 2011 | Article
By now, I’m sure you’ve seen Microsoft’s series of “to the cloud” commercials. These spots, as demonstrated in the clip below, make two fundamental branding errors: 1) selling “the cloud,” yet another generic, nebulous form of...
by Marc H. Rudov | August 14, 2009 | Article
My Cousin Vinny is one of the best movies of all time. Two college buddies, Bill Gambini and Stan Rothenstein, are arrested in Wazoo, Alabama, for a murder they didn’t commit. Vincent Gambini (Joe Pesci), a lawyer-cousin from Brooklyn with no litigation...
