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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  December 27, 2012

Good Idea Gone Bad

I love a good rant.  Here’s an “I’m mad as h*ll and not gonna take it anymore” post from marketer Robert Middleton.  The target:  Joint Ventures, those arrangements when folks partner up to distribute crappy content.

The sad part:  because this idea has been so abused, anyone who uses it will suffer a downgrade in their brand.  They will lose trust in their community.  As Robert said, they are seen as “JV whores”.  Even those with killer content.

Moral of the story:  sometimes the tangible benefit can cost more than you know.  As this year draws to a close, let’s revisit the tactics we use.  Let’s ask ourselves, “does this idea help or hurt the brand I’ve worked so hard to build?”.  Sometimes the short-term revenue bump isn’t worth the long-term damage.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.