Ideas & Insights Archived
Our papers, articles and press releases
Genii Group regularly publishes our expert opinions and recommendations, some of which have been
published in trade publications. You will even find reviews on books on business and marketing
among our collection of articles.
Click on the title for more details.
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Book Review: Selling The Dream
"Selling the Dream" guides readers through the methods of putting evangelism into action. Guy Kawasaki, start-up evangelist and former Apple Software Evangelist, imparts his experience and knowledge to aspiring evangelists and even teaches the ways to find, train and recruit new evangelists. Kawasaki also shows the effectiveness of Evangelism, through many Case Studies and examples, in positively transforming people, products, and companies. -
Book Review: Purple Cow
If you have tried conventional marketing methods and are not getting the results you’re hoping for, then perhaps a “purple cow” approach may be just what the doctor ordered. A purple cow is your product being made remarkable, and positioned to attract the right target audience. If that sounds a little fuzzy, you’ll have to read the book to distill the author’s recommendations on how to create your own “purple cow”. -
Book Review: Differentiate Or Die
In marketing, the key to surviving is being able to effectively differentiate yourself from the masses. With "Differentiate Or Die", Jack Trout and Steve Rivkin take readers on a journey to understand the "what's" and "how's" of differentiation. They offer a four-step approach to develop your differentiating factor. -
Book Review: The New Positioning
This book is by two authors, Rivkin and Trout, where the latter is also one of the co-founders of the positioning theory. The authors showcased the relevance of positioning as a positive marketing strategy, and share their combined years of marketing experience. -
Book Review : How To Drive Your Competition Crazy
How To Drive Your Competition Crazy is not your conventional marketing self-help book. This book urges the readers to throw down your gloves and create “disruption” all in the name of fun and profit. Regardless if you are new to marketing or a seasoned veteran, this humorous guide packs enough punch to help you drive your competition bonkers. -
Book Review: Execution - The Discipline of Getting Things Done
This book is by two authors, Bossidy and Charan, with many years of experience as a CEO and as an advisor respectively. Their years of contributing at different companies provided many relevant case studies for all chapters. These real cases provided evidence for, and reinforced the importance of execution. -
Recommended Reference Books for Technology Marketers
There are a lot of technology and marketing books out there. As experienced technology marketers, here are 12 of our favourite picks from our own library, and how they have helped improve our marketing and business capabilities. If your favourite book is not listed here, highlight it by dropping a note to cheen.tan@genii-group.com. -
Boost Online Campaigns with Offline Support
To a results-oriented IT marketer, to what extent is the Internet effective in raising awareness and generating demand? We share 3 case studies of past experiences to show how offline tactics, executed strategically alongside online campaigns, can lend a strong boost to the creation of awareness and demand by reaching new audiences and generating buzz. -
Creating a Communication Plan - Part 2
A communication plan is a disciplined and sustainable calendar of how you want to interact with your audience (whether they are customers or business partners), in order to extract maximum value from the relationship. This 2-part paper describes the recipe for a good communication plan, as well as being relevant to your targeted audience. Part 2 continues with three main thrusts: understanding your audience, being relevant, and being where they are. -
Creating a Communication Plan - Part 1
A communication plan is a disciplined and sustainable calendar of how you want to interact with your audience (whether they are customers or business partners), in order to extract maximum value from the relationship. This 2-part paper describes the recipe for a good communication plan, as well as being relevant to your targeted audience. Part 1 starts with a 4-step approach to creating a communication plan. -
In the Boxing Ring: Print vs Web Communication
Most IT marketers these days use online newsletters as part of their integrated marketing communications (IMC) toolbox. It is fast, low cost and convenient. But why not use a printed magazine as well? The common response is: Why should I spend my money on print? Think again. In this paper, we throw print magazines and e-newsletters into the boxing ring for a fight to the finish, and discover six compelling reasons why you should. -
Six Reasons Why In-House Print Publications Appeal to Customers
Despite the hype over the Internet as a marketing medium, research has shown that print still prevails in terms of credibility. And when it comes to reaching top business decision makers, it is print publications that are proving most effective in cutting through the clutter to influence BDMs. And this applies even more so in today's noisy media environment. -
Branding to Drum up Business
Branding is often seen as a nice-to-have strategy, once the business is running at full steam. It doesn't help that some of the higher profile branding (or re-branding) exercises give the impression that you will need a lot of money to start a campaign. Plus you may be hesitant, or remain unconvinced, about how this marketing discipline can lead to more business. Branding is not a one-time exercise. This article provides a practical branding recommendation, of incorporating branding strategies into your everyday business communication and customer experience - leading to better business. -
Making It Easier for Customers to Understand You
In the competitive hi-tech industry, product benefits and a company's position may not be evidently clear, or immediately distinctive. New players usually find it frustrating to make a dent, especially when they have tried all forms of marketing. Let us explore how, by using an integrated marketing communication (IMC) approach, technology firms can effectively get core product or company messages across an otherwise noisy market. -
Channel marketing with $10,000
Channel partners play a vital role in the ecosystem of selling technology. Even tech giants like Microsoft have practiced a channel-led sales model to great success. So what proportion of your marketing budget should be set aside to nurture them? What reseller marketing programs can you effectively run? Let us explore what US$10,000 can achieve. -
The Jazzed Up Product Marketer
Article appeared in Marketing Magazine April 2007 issue
What is product marketing all about in the technology world? Is it still relevant in today's context where customers are looking for business solutions? How can product marketers continue to flex their muscle as the driving factor behind the sale process of complex technologies? This article explores the continuing role of product marketing to ensure that businesses are aware of and benefit from the use of good technology.
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