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<title><![CDATA[Francois Gossieaux]]></title>
<link>/profile/francois-gossieaux/fgossieaux542/rss20/</link>
<description><![CDATA[I am a high energy, innovative marketing professional in the Boston area.
I am currently serving as President of Corante, Inc., one of the first social media-based media companies. I am also serving as President of MarketHum, a sister company focused on operationalizing social media strategies and marketing 2.0 techniques and programs.
I also continue to serve as advisor and consultant to companies in the areas of marketing (strategy, messaging, communications & tactics), product innovation, community building, business development, and social media strategy & planning.
When I have free cycles I also blog at Emergence Marketing (http://www.emergencemarketing.com.) and at the Future of Communities blog (www.futureofcommunities.com)]]></description>
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<title><![CDATA[Brand positioning takes on a new meaning in a Hyper-Social world]]></title>
<link>http://www.emergencemarketing.com/2009/11/10/brand-positioning-takes-on-a-new-meaning-in-a-hyper-social-world/</link>
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<pubDate>Wed, 11 Nov 2009 17:19:54 EST</pubDate>
<description><![CDATA[Some pundits will tell you that you should do away with brand messaging and positioning all together, since you cannot control it anyway. Not so fast! People need to know what bucket to put your offering in, and if they can’t, they won’t know how to assign value to what you have to offer. Tivo ended up in that pickle, with consumers not quite sure what category of products to compare the offering with. Was it more like a DVD player or was it more like a computer?
Knowing that a good positioning will impact your revenue and profits, and realizing that you still have a seat at the customer decision making table (it’s just a much more crowded table and your share of voice has significantly been reduced) you need to develop a point of view about your positioning and try to get it co-opted by your tribe. ]]></description>
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<title><![CDATA[CMO 2.0 Conversation with Gail Galuppo, CMO at Western Union]]></title>
<link>http://www.cmotwo.com/2009/11/02/cmo-20-conversation-with-gail-galuppo-cmo-at-western-union/</link>
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<pubDate>Mon, 02 Nov 2009 17:18:11 EST</pubDate>
<description><![CDATA[My CMO 2.0 Conversation with Gail Galuppo, the CMO at Western Union was both fun and refreshing. Talk about the challenge of being in charge of a legacy brand that totally had to transform itself, with the added complexity of serving 15,000 distinct...]]></description>
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<title><![CDATA[The one-to-one marketing and product customization waves – the things we never wanted]]></title>
<link>http://www.emergencemarketing.com/2009/10/29/one-to-one-marketing-and-product-customization-wave-%E2%80%93-the-things-we-never-wanted/</link>
<guid isPermaLink="false">http://www.emergencemarketing.com/2009/10/29/one-to-one-marketing-and-product-customization-wave-%E2%80%93-the-things-we-never-wanted/</guid>
<pubDate>Fri, 30 Oct 2009 07:10:48 EDT</pubDate>
<description><![CDATA[One-to-one marketing was supposed to be the holy grail of customer relationship management.
Companies would no longer have to isolate us from the rest of world as a group to sell to us; they could actually do it on an individual basis. Problem is that we are hyper-social beings who prefer to operate within our to operate within our tribes. We do not want to be isolated from our group so that sales people who know more about us than we feel comfortable with can give us the hard sell. We want the buying process to be a social process. We don’t trust companies to be on our side and prefer to get the information that will let us make sound buying decisions from our peers. The good news is that those hyper-social tribal peers cannot wait to help us and warn us about bad products and services.]]></description>
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