Monthly Archives: July 2011

The customer persona: When to use it and when not

One of the hot emerging tools in the marketing world is the concept of the persona.  The idea behind a persona is to take a clearly definable segment of your customer base and invent a prototypical member of that segment.  … Continue reading

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What will my new job mean to the Tim Callan on Marketing and Technology blog?

In light of yesterday’s announcement about my decision to join Melbourne IT Digital Brand Services as Chief Marketing Officer, one obvious question is what will it mean to the Tim Callan on Marketing and Technology blog? It will not mean … Continue reading

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Tim Callan to join Melbourne IT Digital Brand Services as CMO

I’m very pleased to announce that today I accepted an offer to join Melbourne IT Digital Brand Services as Chief Marketing Officer.  The company provides software and services to monitor and protect your online corporate identity – including domain name … Continue reading

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Why I love a good metaphor

My career has put me in the position where I often am explaining complicated matters.  It might be how a technology works, or how an ecosystem functions, or the behaviors of certain markets or segments of the populace, or any … Continue reading

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Strategies for market leaders

A reader recently e-mailed me with this question, There are many books / experts on what to do as the “new guy” taking on the market leader, but … what would you say if it is the other way round? … Continue reading

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