Bloom Group Co-Authors Seminal HBR Article on Thought Leaderhip Marketing

In the November/December 1999 edition of Harvard Business Review, Robert Buday co-authored an article with Tom Waite and Allan Cohen called “Marketing Breakthrough Products.”

The article described how companies should market products whose utility is not well understood by target customers: through educational campaigns -- not traditional promotional campaigns.  We called this “concept marketing.”  Consider it a 1990s’ moniker for what we now refer to as “thought leadership marketing.”

Today, many more companies market their products this way -- GE Healthcare (medical equipment and services), Cisco and SAP (the enterprise software giant).  So apparently the article was predictive!  You can read the whole thing here.