Matthews on Marketing

Matthews on Marketing

Growth Hacking and Marketing Teams – Oil and Water or Milk and Honey?

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One of the biggest challenges in trying to finish a book is drawing the line on content. In a field like marketing, with so much innovation happening in the past few years, I am finding it hard to complete my copyediting without succumbing to the temptation to add new stuff. Around the time I was making my final edit to the chapter on building a marketing department in The Professional Marketer, I happened to be part of a number of conversations on the “growth hacker,” aka “growth hacking.” … [Read more...]

New Case Study: The Virgin America Brand

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Just completed this case study of one of my favorite brands, Virgin America. Thanks to my friends there for helping out on this case study for Chapter 2 on Positioning and the Brand. - T.M.Virgin America is a California-based airline that has a declared mission to make flying good again. Launched in 2007, the airline’s goal was to disrupt the airline industry. Though hyper-competitive, the airline industry had become sclerotic. According to the American Customer Satisfaction Index, in 2011, the … [Read more...]

New Case Study: IBM Smarter Planet

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Just added for my chapter on marketing planning, what I think is the best integrated marketing campaign ever created. - T.M. Chapter 4 Case Study – IBM’s Smarter Planet Campaign          The vision for IBM’s "Smarter Planet" campaign was laid out in a November 17, 2008, speech by IBM chairman and CEO Sam J. Palmisano. “The world will continue to become smaller, flatter ... and smarter," he said. "We are moving into the age of the globally integrated and intelligent economy, society and planet. … [Read more...]

The Marketing Book Experiment

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Over the last year or so I've been working on a new marketing book.  It has no title yet, but that will come.  The concept is a concise marketing “handbook.”  I decided to write it after years of encountering people in marketing who had never received training or instruction on the fundamentals. The audience is the novice marketer or someone from one marketing function looking to understand another.   A head of marketing may refer to the book to brush up on something he has not done for a … [Read more...]