Posts by Dave Sutton

5 Steps for Avoiding Mayhem in Your Digital Transformation

There is a common misconception that digital transformation involves nothing more than acquiring, configuring, and installing new technologies. You just roll out the systems, and the customer experience is miraculously transformed. You just flip a switch and all of your people line up to flawlessly execute your strategy and deliver on the promises of your…

Read More

Pains and Gains of Taking Your eCommerce Business Global

I was reminded this week about how eCommerce businesses can be a little tricky to setup and run successfully. With the launch of my new book, Marketing, Interrupted, we’ve attracted attention from interested readers all around the world. The journey to get the book into the hands of our target audience has not come without…

Read More

Do Generational Differences Matter?

marketing across generations

Very soon, Judi Friedman will be publishing an interesting article about the generation that she believes should be viewed by us marketers as the most culturally and economically influential. But in our anticipation of this piece about the power of generational influence in marketing, a few questions have been coming to mind. For instance, how…

Read More

How to Simplify Your Brand Story With Video

Barbara Millett, the Marketing Manager at Peppermint Technology, was trapped in the classic technology product marketing dilemma. She had a great product to market, but it came with a ridiculously complicated story. Making matters worse, her target buyer was one of the most skeptical, judgmental, and discerning audiences out there: lawyers. Peppermint Technology provides law…

Read More

8 Ways Chick-fil-A Lives Up to Their Story

8 ways chickfila lives up to their story

It turned out to be “Chick-fil-A week” here at TopRight. We’ve been reading and thinking about their products and brand strategy so much lately that I got a serious hankering and swung into a nearby location for lunch. I wanted to make sure I hadn’t somehow forgotten what the experience is all about. Can they…

Read More

The Last Year of the Kow: some minor complications in the Chick-fil-A Strategy

I’ve written before about Chick-fil-A’s transition from its neat-and-tidy “Eat Mor Chikin” campaign to a more diffuse customer-focused approach. Though successful in some important respects, its new consumer value strategy has turned out to be something of a Pandora’s box, with the fast food behemoth unleashing a whirlwind of test campaigns upon us—everything from an…

Read More

Not Just Any Content Can Be King

Content is king. This is a phrase you have heard time and time again as it pertains to marketing strategy. The origins of the often-unhelpful and overused expression – “content is king” – can be traced back to the magazine publishing industry in a book titled Magazine Editing and Production, that was published in 1974. They…

Read More

Be a Purpose-Driven Brand

be a purpose-driven company

Leaders often believe that purpose is synonymous with their company mission statement. In actuality, there is a distinct difference. Your purpose defines WHY you do what you do. Your mission statement defines WHAT you do. A purpose-driven brand is transformational rather than transactional. When a company’s purpose is at the foundation of everything they do,…

Read More

3 Tips for a new CMO

tips for a new CMO

The first several weeks of a new Chief Marketing Officer’s tenure are critical. They offer a window into the kind of impact he or she will have on the company in the years ahead. In fact, within 100 days or so, the climate in the marketing department will shift to accommodate the temperament of the…

Read More