Month: May 2020

Head in the Clouds? Insights & Tips for Cloud Services.

Posted on by annaktaylor
panoramic-clouds-and-lake

 

Cloud services and computing are rapidly becoming a major part of how organizations operate, manage data, and perform digital transactions.  IaaS (Infrastructure as a Software) provides broad opportunities for small companies and mid-size enterprises to take advantage of capabilities that would normally be unavailable or too costly within an integrated backend system.

The benefit of moving to a cloud includes a significant reduction in costs by utilizing shared resources, greater efficiencies with on-demand usage, and a wider pool of services for auto-scaling.

The greatest challenge is understanding the range of cloud services in order to select the best framework for both your current state and future state.

Key considerations are:

  • What is the business case for modifying the current infrastructure by partially or entirely moving to the cloud?
  • What are the critical requirements that must be met based on the company’s business model, technology stack, data composition, system complexity, budget, resources, etc.?

To fully define needs and essential services, start with an audit and evaluation of the following:

  • Storage and Usage Patterns
  • Interface
  • Applications and Computing Needs
  • Databases
  • Operations
  • Systems and Processors
  • CPU, Physical RAM and Virtual Memory
  • Network and APIs
  • Users and Accesses
  • Governance and Security

Continue reading “Head in the Clouds? Insights & Tips for Cloud Services.” →

Profit-Producing Projects – Beyond the Buzzwords

Posted on by annaktaylor
Marketing Strategy Street Sign

 

Marketers have a pivotal role and a fundamental responsibility to contribute to bottom-line numbers. To be an earnings asset, a marketing leader must execute auspicious projects.  

Attaining an optimal ROI requires advanced planning and a rigorous process of framing the initiative.  When creating a campaign, producing new content, generating a channel mix, preparing a go-to-market plan or designing an experience, the team must first tackle the ‘why’.

Finish the statement – We are investing time and resources in this project because ….

Be clear on the answer, which should include the benefit to the company and the value to customers.

Next is alignment. Does the project support business objectives and current priorities?  Is there alignment to the buyer’s reasoning and requisites? There needs to be specific orientations, meaning that you define the project alliance with company objectives and customer intent, and identify the priority association.

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Brand Anatomy – The Brand Lens (Part II)

Posted on by annaktaylor
black-sunglasses-with-water-droplets

 

The Brand Lens

These the elements that shape and influence how people perceive your company through a variety of communication practices, forms, networks and conduits. 

The key component is to infuse points of parity with a distinguishing presence, which set a precedence for profitable interest through targeted engagement.

First step is a Brand Audit to evaluate and compare existing assets, equity, angles and content mix.

A good exercise is a candid SWOT Analysis – of just the brand, not the business.  Identify only 2-3 for each quadrant [strengths, weaknesses, opportunities, threats]. List them in order of priority and then set strategies for reinforcement and optimization.

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The Brand Anatomy (Part I)

Posted on by annaktaylor

 

Brand Foundation

First, take time to create your Mission, Vision and Purpose. While some consider this exercise to be ‘fluff’, there is a strategic gain from articulating the ‘who, what, where, when… and most especially why’. 

Defining these statements forces a clear delineation of intent, direction, target audience and a “North Star” conduit. It characterizes the company in comparison to the competition which obligates differentiation. Lastly, it sharpens the view for the team.

Simply put, it takes a world map and narrows it down to a profit-bearing destination.

A straightforward example for context:

‘Bob’ and ‘Mike’ are both creating a software program for kids about the game of soccer.

Bob’s ambition may be to teach soccer skills that require focus and repetitive practice, educate the players on tactics and techniques, and help them to better their physical and mental capabilities to play the game.

Mike’s aspiration could be to demonstrate the value of working as a team, help each player to strengthen their confidence and competencies about the sport, and make sure they gain critical perspectives on winning and losing with grace and undiminished determination.

Their objectives are entirely different. Being able to promote their Mission, Vision and Purpose will ensure that they build a meaningful program experience, attract the right audience, and meet the expectations of every young person who participates.

Continue reading “The Brand Anatomy (Part I)” →