Recommended read: Stowe Boyd – /Message – Thought Leadership: Beyond Marketing

I had a short conversation with the CEO of a European software company at the recent Web 2.0 Expo in San Francisco a few weeks back. He was explaining his plans for increasing his efforts to compete in the US. I suggested a slightly oblique approach, which motivated me to write this post.

Marketing Messages And Product Features: Fail

The rise of the social web has meant that a growing proportion of those likely to be ‘targets’ of traditional advertising and marketing have grown immune, or extremely hard to reach. We have become jaded by superlative overload, where products are the best, or more innovative, or cool, or guarantee high productivity, or more contented clients.

In a time of maximal messaging efforts, the noise is so great that no one can be heard, like standing in a room with hundreds of people shouting at the top of their lungs.

Is there any way to stand out?

I think there is.

To be continued at http://www.stoweboyd.com/message/thought-leadership-beyond-marketing.html