Branding: The Promise of an Experience

Posted by on Jun 20, 2016 in Article, Published Works

Branding: The Promise of an Experience

When we think about the term branding and what it means today, we need to first go back to its roots. Long before we had marketing terms such as brand equity, brand essence, and brand management, we had cattle—lots and lots of cattle. It became increasingly difficult for ranchers to keep track of the cattle they owned… Tags: Promise, brand management, Branding, brand equity, Marketing, brand essence, Management Download the full article   ...

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IOLMaster 500: Improving Upon the “Gold Standard” in Biometry for Cataract Surgery

Posted by on Oct 1, 2010 in Published Works, Report

IOLMaster 500: Improving Upon the “Gold Standard” in Biometry for Cataract Surgery

This year, the new IOLMaster® 500 platform has been launched in Europe with the promise of even greater performance of this core technology used in cataract surgery. The key question is whether IOLMaster 500 is a significant improvement over two current offerings, the IOLMaster Version 5 (also from Carl Zeiss) and the Lenstar LS900® (Haag-Streit, Koeniz Switzerland)… Tags: Technology, surgery, Cataract surgery, Promise, Cataract, IOLMaster 500, SM2 Strategic, surgeons Download the full article   ...

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Ideas in Action: Learn about the Experience Economy

Posted by on Jun 17, 2009 in Blog

June 2009 An Interview with Jim Gilmore A Trip Down LASIK’s Memory Lane     An Interview with Jim Gilmore In writing a regular column on marketing over the years, what I’ve come to appreciate is that great marketing typically boils down to how well you serve the needs of your customer. Two years ago I hit upon a motherlode while reading The Experience Economy, by Jim Gilmore and Joe Pine. These two economists described how companies and individuals are creating greater value in our economy and helping sustain its growth. The book’s message is highly durable, and...

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Promise and Deliver

Posted by on Jan 16, 2004 in Article, Published Works

Promise and Deliver

It all boils down to expectations. Expectation is a powerful word. Words like anticipate, probable, and certain help define what it means when one expects something to happen. Take a moment and recall your reaction to some recent news, event, or experience. Whatever your reaction was, it generally followed your own expectations… Tags: reaction, Promise Download the full article   ...

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