Marketing – Focus

I just read that Twitter has secured another round of funding and one of the founders says that they will worry about the business model (read = revenue) after they firm up their infrastructure.  Huh?  I’m trying to think hard about this, but I’m pretty sure had I told my finance professor in business school that “I’ll worry about the revenue model for my business plan later” I think he would have flunked me.  How do these companies get funding without a clear revenue model? Amazes me.  

Marketing is no different.  Having a clear focus on what your brand means and stands for is utterly and completely essential to long term success, it cannot be overstated enough.  Being able to create a brand and word/concept association in the minds of consumers is key.  For example: Volvo = safety, Red Bull = energy drink, TechCrunch = source for tech news, Apple = cool/hip consumer electronics, WalMart = retailer of all things…get my point?  Focus is what enables consumers to create a mental shorthand for your brand.  This is ultimately done by having a clear, PRE-planned business strategy (see above) and then following that with clear, concise language, images, advertising strategies, etc.. that are memorable and different from the competition.  Being first helps too (see this post).


Dave Kustin – EVP Marketing, WrapMail



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Location: Fort Lauderdale, Florida, United States
Founded: October 15, 2005

WrapMail helps companies “wrap” already existing email traffic that leaves from employees every day. All of these emails go to a captive audience (Vendors, Customers, Prospects and Friends/Family) but they do not promote the senders business…. Learn More

Why WrapMail?

• Make every employee a marketer

• Professional appearance

• Brand with every email

• Profiling & tracking

• Introduce new products and services

• Cross promote and up-sell

• Increase traffic to your website

• Instant surveys

• Ability to include 3rd party advertising

June 2008
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