Comments on: Thought Leadership Is Dead. Long Live Idea Marketing. http://www.itsma.com/ezine/long-live-idea-marketing/ Wed, 16 Dec 2009 12:05:37 -0500 http://wordpress.org/?v=2.8.4 hourly 1 By: Thanh http://www.itsma.com/ezine/long-live-idea-marketing/comment-page-1/#comment-2550 Thanh Wed, 28 Oct 2009 00:40:50 +0000 http://www.itsma.com/?p=4451#comment-2550 Is changing the terminology just another marketing tool? Isn't the aspect and usage of information driven marketing and sales still the same? A rose by any other name is still a rose? Why would changing thought leadership to idea marketing be better? Including "leadership" reminds people to be on their best behavior and to add value. The term "marketing" is more associated with bottom-line principles than value-principles. Is changing the terminology just another marketing tool? Isn’t the aspect and usage of information driven marketing and sales still the same?

A rose by any other name is still a rose?

Why would changing thought leadership to idea marketing be better? Including “leadership” reminds people to be on their best behavior and to add value. The term “marketing” is more associated with bottom-line principles than value-principles.

]]> By: “Thought Leadership” Muddies the Water for Thought Leadership — Muzeview http://www.itsma.com/ezine/long-live-idea-marketing/comment-page-1/#comment-2529 “Thought Leadership” Muddies the Water for Thought Leadership — Muzeview Mon, 26 Oct 2009 05:46:02 +0000 http://www.itsma.com/?p=4451#comment-2529 [...] Koch over at ITSMA (the IT Services Marketing Association) suggests that “Thought Leadership is Dead“. While I wouldn’t go that far (indeed many professional services firms are still [...] [...] Koch over at ITSMA (the IT Services Marketing Association) suggests that “Thought Leadership is Dead“. While I wouldn’t go that far (indeed many professional services firms are still [...]

]]> By: Paul Gladen http://www.itsma.com/ezine/long-live-idea-marketing/comment-page-1/#comment-2459 Paul Gladen Tue, 20 Oct 2009 22:19:02 +0000 http://www.itsma.com/?p=4451#comment-2459 Chris - I definitely agree that the term "thought leadership" has been used and abused, although I'm not willing to kill it off quite yet! You can read my detailed thoughts on my blog. http://www.thebigskyview.com/?p=354 The rest of your article is excellent practical advice! Chris – I definitely agree that the term “thought leadership” has been used and abused, although I’m not willing to kill it off quite yet! You can read my detailed thoughts on my blog.

http://www.thebigskyview.com/?p=354

The rest of your article is excellent practical advice!

]]> By: Bob Scheier http://www.itsma.com/ezine/long-live-idea-marketing/comment-page-1/#comment-2410 Bob Scheier Thu, 15 Oct 2009 20:14:54 +0000 http://www.itsma.com/?p=4451#comment-2410 In my experience, when clients ask for "thought leadership" it's usually as a one-off and is often closer to a soft sell of their usual marketing message than genuine thought leadership. In other words, "thought leadership" means you don't mention the name of your product(s) or service(s) until the final paragraphs, but the rest of the white paper is clearly aimed at setting up the terms of the conversation to favor the vendor. True thought leadership, I would argue, requires going where no one has gone before and/or showing others the right direction to take. That's a lot harder than reverse-engineering your marketing claims to develop a list of "top challenges facing customers." In my experience, when clients ask for “thought leadership” it’s usually as a one-off and is often closer to a soft sell of their usual marketing message than genuine thought leadership. In other words, “thought leadership” means you don’t mention the name of your product(s) or service(s) until the final paragraphs, but the rest of the white paper is clearly aimed at setting up the terms of the conversation to favor the vendor.

True thought leadership, I would argue, requires going where no one has gone before and/or showing others the right direction to take. That’s a lot harder than reverse-engineering your marketing claims to develop a list of “top challenges facing customers.”

]]> By: Jim Pennypacker http://www.itsma.com/ezine/long-live-idea-marketing/comment-page-1/#comment-2325 Jim Pennypacker Fri, 09 Oct 2009 13:19:08 +0000 http://www.itsma.com/?p=4451#comment-2325 Chris, You've written a terrific article, clearly defining thought leadership marketing and offering invaluable advice to organizations on how to implement it. So I really hate that you argue to give up on the use of "thought leadership". I'd rather we fight for the concept (after all, I have business cards already printed using the term). There needs to be more of us to write and speak about the concept so it's clearly understood and becomes part of the marketing profession's knowledgebase. As we both know, it's a great way to position a company and a great way to engage customers and prospects. Chris,

You’ve written a terrific article, clearly defining thought leadership marketing and offering invaluable advice to organizations on how to implement it. So I really hate that you argue to give up on the use of “thought leadership”. I’d rather we fight for the concept (after all, I have business cards already printed using the term). There needs to be more of us to write and speak about the concept so it’s clearly understood and becomes part of the marketing profession’s knowledgebase. As we both know, it’s a great way to position a company and a great way to engage customers and prospects.

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