• http://www.bloomgroup.com Tim Parker

    Dana

    I think you are right about there needing to be a commitment to consistent marketing, and too often it isn’t there. But from where we sit, assets are just as important. (Full disclosure here – our business is helping people create the assets). Too many companies that aren’t good at doing this (unlike say McKinsey, which is), presume that they can rattle off some thought leadership material in an afternoon, and it isn’t ever that easy. Conversely, if the point of view addresses a real industry problem with a new insight and proof that it works (with real examples), we typically find the market embraces it – so long of course, as it’s taken to market effectively so that people see it.

    In short, I think the assets – developing a credible point of view – and the Marketing are both critically important. One without the other doesn’t work.