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“The ultimate business strategy can be reduced to five words - efficiently acquire high value customers.”

If the Truth Hurts, Let It

Ken Robbins July 9, 2012 Business Strategy Add Comment
My partner, Maribett Varner, recently said “Ken you’ve never met a consultant you didn’t like.” Over the past few years I have begun engaging consultants for their specific areas of expertise. At one point I had two compensation consultants, a business process guru, and a pricing strategy engagement all at once. Right now I have [...]
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Facebook’s Screw Up.

Ken Robbins June 29, 2012 Business Strategy Add Comment
Facebook has a brand problem. How could a company with “900MM customers” have a brand problem? Well, because the heart of branding is trust. Your brand is a promise from you and an expectation from the customer that they can trust you. I can trust that Taco Bell will serve me the same, tasty bean [...]
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Why We Quit Participating in RFP’s

Ken Robbins February 11, 2011 Business Strategy, Marketing 27 Comments
We do not do RFPs. We do not enter them. We do not defend the account if a client RFP’s us – even if it’s a “due diligence” review. RFP’s are a waste of an agency’s time. They are most definitely a waste of a client’s time. I write this post at the risk of [...]
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Brand Advertising vs. Direct Response

Ken Robbins May 4, 2009 Business Strategy, Marketing 7 Comments
Great customers who buy from you repeatedly create real brand loyalty. That's a whole lot better than unaided recall. That's I'll open my wallet and buy from you again recall.
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