I was thinking about the "It’s a net Zero for Coke" post by Laura Ries: I would like to bet that Coke has not been gaining any more customers with each additional brand they introduce. Zero does zero for the Coke brand. It is just a further watering down of the Coke brand in the [...]

Testing is a crucial part of marketing. Do you test your e-mail messages before sending them to your customers and prospects? You will be surprised how many companies do not do that. For example, I receive Forrester “Weekly Research Update” newsletter in text format. And what do I see at the bottom of the newsletter? [...]

Most Important Criteria for Purchasing Software according to US SMBs (Forrester Research, June 2005): Features and Compatibility with existing systems Price Ease of implementation Vendor reputation This info is interesting but what if you have no famous name (vendor reputation) and a lot of competitors who try to sell the same features and compatibility for [...]