James Heaton, Author at Tronvig

“Competitors Are Stealing My Ideas.”

Advertising & Marketing

Posted on May 15, 2014May 22, 2024 by James Heaton

“All strategies aimed at exploiting an innovation, must achieve leadership within a given environment. Otherwise, they will simply create an opportunity for the competition.”

Dear Social Security Administration … I Am Me.

Branding 360, Other thoughts

Posted on April 29, 2014June 20, 2024 by James Heaton

In general, the difference between the good and the great can sometimes be a matter of how effectively you sweat the little things, the things that actually

Brand Strategy Basics

Advertising & Marketing, Branding 360, Financial Services, Healthcare, Nonprofits

Posted on April 7, 2014August 15, 2024 by James Heaton

Brand strategy gives McDonald’s a 27 billion dollar advantage over Burger King. It’s important that you understand how this happened, and how it applies to your organization.

Branding and Perception: Nailing Jell-O to the Wall

Branding 360, Culture, Museums, Nonprofits

Posted on March 20, 2014May 22, 2024 by James Heaton

The better you understand how the brand of your PLACE operates in the minds of your target audiences, the more effective you can be at engaging with

Find the Pain: Business-to-Business Marketing

Advertising & Marketing, Branding 360

Posted on March 11, 2014August 15, 2024 by James Heaton

Pain, fear, anxiety … these are strong emotions that drive behavior. This is true of life. Life is also, it turns out, the very stuff of marketing,

The Difference Between Sales and Marketing

Advertising & Marketing, Financial Services, Healthcare, Nonprofits

Posted on February 28, 2014August 15, 2024 by James Heaton

Sales has the power to change conditions, to transform a situation through the skills of the sales person. Marketing however, generally does not possess such transformative power.

What Is the Brand of New York? (Historic House Museums)

Branding 360, Culture, Museums, Nonprofits

Posted on February 17, 2014May 22, 2024 by James Heaton

We don’t always think of cities as having brands, but they certainly do. While some cultural institutions are actually strong enough to be active builders of the

You Need a Target: What Makes a Marketing Plan Strategic?

Advertising & Marketing, Financial Services, Healthcare, Nonprofits

Posted on February 7, 2014November 15, 2024 by James Heaton

Finding out what you need to know in order to have a proper marketing strategy is not easy or cheap, but I can pretty much guarantee that

Museums and Race

Culture, Museums, Nonprofits, Other thoughts

Posted on January 20, 2014November 15, 2024 by James Heaton

Does thinking about race make you racist? No. Does not thinking about race make you racist? Unfortunately sometimes yes. These are uncomfortable issues and hard to look