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James Black shares an evergreen article on brand positioning, developing marketing ideas, and choosing a marketing plan. This fall I had the opportunity to teach Marketing Campaigns: Strategy and Execution in a Masters in Integrated Marketing Program at NYU. It was a unique opportunity to step into the classroom and teach and, in so doing, relearn a lot of core marketing fundamentals. I thought I would share a few key takeaways for me from this class: Developing and Sustaining a…
James Black shares an article on structuring tests to learn from marketing performance. As your marketing shifts from planning to execution, it’s important to structure tests to understand how well your marketing is performing, and to learn from it.  While the old adage “Half of my marketing isn’t working, I just don‘t know which half” often rings true, today you have access to more and better data to track the performance of your marketing and ideally the return on your…
James Black shares timeless marketing advice that identifies the role and benefits of testing. As your marketing shifts from planning to execution, it’s important to structure tests to understand how well your marketing is performing, and to learn from it.  While the old adage “Half of my marketing isn’t working, I just don‘t know which half” often rings true, today you have access to more and better data to track the performance of your marketing and ideally the return on…
  James Black provides an update on how COVID-19 forced museums and cultural institutions to reshape how they interact with the public and still provide an engaging experience. As the WSJ noted, “With galleries and museums closed due to Covid-19, online offerings blossomed—giving viewers the chance to experience outstanding exhibitions and masterpieces in a new, digital way.” (12/13/20). From an analysis of the activities of 20+ institutions around the world, completed via desk research and interviews with various CEOs, board…
  With a look ahead to a post pandemic environment, James Black provides nine questions to help you identify the potential possibilities and pitfalls. While all eyes are on navigating the pandemic—and for retailers than also means navigating the critical holiday shopping period—smart manufacturers and retailers are starting to look ahead to envision how they will operate in a Post-Covid world. (This is not to say we are in a Post-Covid environment yet, rather, for how to strategically plan for…
  James Black shares the third article in the  series Seeing 20/20 in 2020. Each post shares steps to help brands and businesses improve their marketing strategies. This article focuses on marketing plans and capabilities.  To kick off the new year, I suggested “20 Questions to Help Your Brand or Business See 20/20 in 2020.” And what a year it has been already! No doubt, COVID-19 is leading many brands/businesses to revisit their marketing plans, but the logic here still…
  James Black shares the first post in a series that explores the development of customer understanding in 2020.  To kick off the new year, I suggested ‘20 Questions to Help Your Brand or Business See 20/20 in 2020.’ To help brands and businesses assess the state of your business and identify opportunities, I wanted to take a closer look at the topic of Customer Understanding. Developing a deeper Customer Understanding is helpful to identify opportunities to strengthen your business….
  James Black provides a comprehensive list of questions designed to help you build a marketing strategy that can help your business move forward in 2020. Entering the New Year provides a great opportunity to take a quick audit of your brand or business to identify opportunity areas in your 1) customer understanding, 2) go to market strategy and 3) marketing capabilities. These 20 questions are designed as thought-starters to help you get a sense of the state of your…