Take It Up a Level
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Volume 1 Issue 2 

What can you do to take it up a level today? Start off by asking yourself these three simple questions:
  1. How is your company different from your competitors?
  2. Do you convey this differentiator in a clear, concise, and consistent message?
  3. Is your company aligned behind this message?
How did answering questions like these help companies like Starbucks and Google? Read on...
Hollywood Coming to
Your Office?
 If you're not 100% sure Hollywood would cast YOU to play the part of someone who has your job today, you should be worried. Be prepared for the "audition."
Read these tips...

Clients' Corner
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Have a perspective, tip, or case study you want to share with the group? Feel free to send it to us and we'll consider it for a future newsletter.

Quick Question What country is the largest consumer of coffee?

First to respond with the correct answer wins a gift certificate to Starbucks.

View last issue
October 2003
 Three Bucks for a Grande Latte!
Starbucks Logo What transformed a cup of coffee into a booming industry? What caused a search engine to go from a tech guy's favorite site to a global phenomenon? Author Malcolm Gladwell calls this the tipping point—that magic moment when an idea, trend or social behavior crosses a threshold, tips, and spreads like wildfire.

What causes this magic moment? If I said branding, what comes to mind? Dollars in a trash can? Something only consumer companies need to think about? If not branding, how would you explain the successes of Starbucks and Google? Both had small budgets, neither used mass media advertising, and Google's revenue is B2B generated.

Starbucks and Google Sell an Experience
According to Jack Trout, marketing pundit, "to survive in an era of killer competition you must differentiate or die." What makes Starbucks and Google different? Their brand pervades all aspects of their business—all the while using clear, concise, and consistent messages. More...
 Profit From Outside Resources
Teresa Caro Caro Consulting uses sales and marketing strategy to improve your bottom line. Whether you need a full marketing and sales process analysis or to manage a single project, Caro Consulting is committed to delivering results. A strong resource, without adding to headcount—Caro Consulting can assist you with all or part of the strategy, from idea generation through leads management. Learn more...


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