I have been diving head first into the emerging realm of Web 2.0, and I have to say, damn if it doesn’t feel like the 90’s all over again. I mean, the only thing missing here are the inflated marketing and PR budgets, rooftop parties, and gigantic, celebrity-studded events associated with marketing anything.com for everyone.com.
Everyday businesses increase their value by fusing new capabilities and products under the corporate umbrella and by consolidating, merging, and/or acquiring competitive and complementary companies. After the agreements are signed and finalized, an incredible amount of change ensues; the department heads are left to pick up the pieces and put it all back together in the most efficient way. Other than the obvious IT, CRM, HRM and other day-to-day business infrastructure acronyms, MRM (marketing resource management) is usually under-analyzed in the overall scope of integration and alignment for future success. The real issue is how to create a solid marketing team that can deliver visibility for the new, distinct product divisions as well as the overall corporate brand.
While Investor Relations is a critical component of a company’s financial trading stature, PR cannot be overlooked, as it is equally critical to influencing customer behavior. Maybe even more so, what with the fallout from the dot com era and the ensuing excitement and hype building around Internet 2.0. Perhaps that’s why IR teams have started to borrow tactics from the PR playbook as a way to increase the visibility of the stock through non-financial media channels.
Andrew Lane 2004 Gamay
I tried this the other night after attending an event hosted by 7×7 Magazine in San Francisco. I meet Andrew Dickson, winemaker of Andrew Lane Wines. It was amazing, so I tracked down a bottle for myself.
I paired it with spicy sesame/chili noodles with chicken and green onions. OH MY OH MY!
The art of PR should never be underestimated it should be thoroughly embraced.
New companies that enter markets with well-established competitors may have great solutions and truly superior designs, but they also have an intractable problem. The competition is established, they are not, and markets always bend toward the familiar.
Add to that the typically limited budget of a start-up and the barriers are high enough to predestine new companies to failure unless they have a very effective mechanism of some sort, in place and ready to help carve a piece of the existing market for themselves.
Every now and then I’m quoted, or even more shocking, asked for my advice. Unfortunately, they always leave out the expletives.
Here’s the official press release from FutureWorks…
Entrepreneur Magazine Features Brian Solis in April Issue
Solis, regarded as an expert in how tech can be used is realworld applications, offers accounts for today’s busy entrepreneurs
San Jose, Calif., April 25, 2006 – FutureWorks, Inc., an award-winning public relations agency, today announced that Entrepreneur Magazine included company founder, Brian Solis in the April article, “On the Move.”
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.