Just received a newsletter from White Maple Consulting - it contained a review of Bright Marketing as well as articles on charisma and five forces...
“Normal marketing” has failed, states Craven, due to: lack of commitment; lack of clear benefit (too much focus on selling features, not benefits); poor positioning (eg looking exactly the same as your competitors); KISS (Keep it Simple Stupid); and “paralysis combined with dull thinking” (because people have been on too many “inappropriate” marketing courses).
Bright Marketing gives a lot of commonsense advice and some inevitable, but helpful, “tools”. The best section is “What Works” with its practical advice on a variety of topics...
White Maple Consulting - Newsletter
Bright Marketing - website