Comments for b2b, B2B Marketing and Relevancy Marketing- Montgomery Marketing Group

Comment on Make a Promise by Peter

Peter — Sun, 19 Feb 2012 14:15:33 +0000

Nice and very relevant article Andy, particularly in today’s world where a company is no
longer in control of their brand image. if a company promises one thing and delivers another,
the social-sphere can create some real hurt for that company, which gets to an interesting
challenge for all of us… how do we shift our brand-building efforts from a controllable
(advertising) environment to an uncontrollable (social) environment. I also agree with your
“brand first” point. Importantly, if you get this wrong, it doesn’t matter how great you
think your product is. It won’t sell. Companies need to spend a lot of time understanding
what is truly meaningful to their customers first. If they get it right, the social-sphere will
sell it.

Comment on Make a Promise by Eric

Eric — Fri, 17 Feb 2012 20:19:22 +0000

Very powerful point of view. I enjoyed reading. I think the broader leadership challenge is creating a culture that is a constant catalyst for promise-led innovation.

Comment on Make a Promise by William Grace Frost

William Grace Frost — Thu, 16 Feb 2012 23:06:30 +0000

I’m with you on this! This part: “… sell a promise and then create products that deliver against it” reminds me of the TED video where the guy says “people don’t buy what you make, they buy what you believe”. A brand, or a solo businessperson, has to demonstrate strongs beliefs and values; then people are willing to buy your product or service. It IS INDEED what makes us relevant. Thanks Andy.

Comment on Make a Promise by Bill Leonard

Bill Leonard — Thu, 16 Feb 2012 16:52:54 +0000

As always, an excellent article, Andy. I usually stop what I am doing and read your posts. They often make me see things in a way that is different from what I thought before or, more often, in a way that I simply had not considered. In this instance, your message also applies to a service business like my law firm, because we have to sell a promise and then deliver service that meets that promise, at a reasonable price.

Comment on Make a Promise by Will Castle

Will Castle — Thu, 16 Feb 2012 14:09:06 +0000

Enjoyed the piece. It goes a long way to help explain why: (1) some firms/ brands can grow beyond their originally conceived box (Starbucks into ice cream and liqueur, Iams into pet insurance, General Mills’ FiberOne into bars & bread & brownies & yogurt …), while (2) others face greater challenges (Harley Davidson perfume, Gerber adult food, Smith & Wesson mountain bikes, NASCAR romance novels).