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Managing Chaos: The Marketing Approachby John Thomson
Nowadays, the marketer's world is chaotic and cluttered. Effectively meeting a myriad of demands can seem impossible. That's why connected marketing solutions are critical to success in today's marketing landscape.
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Are You 'Messaging It Great'?: Five Lessons From Malcolm Gladwell and Morton Grodzins (Who?)by Tim Riesterer
How did an author make millions writing about a stuffy academic concept someone else discovered? He messaged it great. Here are five key lessons on messaging your ideas, offerings, and strengths to appeal to customers.
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Is Your 'About Us' Page Effective?by Kevin B. Levi
For a small B2B business, the second most important page on its website after its homepage is its "About Us" page. Learn a highly effective formula for creating content for your "About Us" page, and how to track its effectiveness.
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Why You Should Match a Brand's Marketing to Its Stage of Lifeby Dave Matli
Like living things, brands pass through life cycles. Marketing approaches that worked well when a company was in its growth phase may not work later in its life. Learn how the four stages of a brand's life dictate its marketing ...
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How to Use Customer Experience to Differentiate Your Brandby Wayne Marks
Differentiating a brand today requires expanding brand management from a traditional product, price, place, and promotion focus to a focus on customer experience as well. Here are four strategies that'll make your brand shine.
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Four Facets of Strategic Storytellingby Bill Baker
The corporate community has recently recognized the potency of using storytelling strategically—to position brands, transform business, and engage and align employees.
Here are four distinguishing facets of strategic storytelling that'll help you better understand what it is and how it ...
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Shattering Five Branding Mythsby Maria Ross
When people think of branding, they often think of just a logo or business card. Or they think of the opposite extreme, such as Apple, and so assume they will never have the resources to "brand effectively." But branding on ...
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When Competing With Your Own Customers Is OK—Vibram FiveFingers and Eigen Valuesby Stephen Denny
Eigen values are what marketers use when we're doing our best work. Once we view everything that our brand does through the prism of eigen-value standards, it changes how we launch our websites, train our customer-service people, and hire ...
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How to Ruin Your Brand, Your Business, and Your Career: The 13 Worst Marketing Mistakes, Part 1by M. P. Friedman
This article originally addressed the seven worst marketing mistakes. But seven wasn't nearly enough. The list grew until it reached unlucky 13. Here are the first four.
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Twitter 101: Seven Tips for Effective Marketingby Robert Gourley
To be an effective marketer on Twitter, you must first stop thinking like one... because marketing on Twitter requires a shift in your mindset: Twitter is all about simple conversations; you can't use press releases, marketing copy, or other one-way ...
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Establish Credibility and Persuade Customers via Contributed Articlesby Ford Kanzler, Bob Peterson
This is the strategy: Get company executives or yourself published in an editorial context for significantly greater marketing credibility than self-publishing another whitepaper that just sits on your website.
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Secure Your Prospect Base—Send in the Marinesby Kathryn Roy
You must be realistic about the size and characteristics of your target market. So what do you do when your prospects are few in number and elusive? You face the facts—and do battle where you have the best chances of ...
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Articulate to Resonate: Crafting and Communicating Messages That Matterby Eric Norman
How can you articulate your ideas, qualities, and capabilities in ways that connect to, and engage, your communities? Messaging, or communicating with a rigorous focus on a system of key ideas, is a fundamental activity of strategic brand development and ...
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Build Your Brand on a Solid Sense of Your Identityby Roger Sametz
Think of your brand as a mosaic where you can select and place most, but not all, of the tiles: You can control the communications you make, your offerings, and how your organization behaves. But some of the tiles in ...
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The Two Laws of Branding From the Inside Outby Arie Opps
If your unique brand attributes aren't all bubbling to the surface vying to be the No. 1 attribute, then you don't have a branding problem, you have a business problem. In other words, it's your business—not the brand—that isn't offering ...
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What Stonyfield, Method, and Green Mountain Roasters Know (and You Should, Too) by Ted Mininni
New vision and approaches can add significantly more value to brands over their competitors. Some brands can easily become commodities. Unless they choose otherwise.
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Five Ways to Build Trust—and Tipping Points for Choiceby Anthony Cirillo
A column by noted coach and businessman Harvey Mackay contended that trust is the most important word in business. It made the point that people buy from people, not from companies. To help build trust, start with the following five ...
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True Stories: A Cautionary Tale of Rebranding Gone Astray
by Liz ConlinMost of the branding articles that you read are happy, glowing tales of how an agency rebranded a client and turned that client into a superstar brand with double-digit growth. Well, this is not one of those stories. We often ...
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Irresponsible Corporate Responsibility: Doing Good Isn't Always Done Wellby Alyssa Dver
If you are going to implement a corporate social responsibility program, do so responsibly. A poorly executed program can negatively affect the business in many ways. It takes one missing element, one arrogant blogger, or one angry ex-employee to publicly ...
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The Tao of Green Marketingby Irv Weinberg, Carolyn Parrs
Consumers have begun to suffer from "green fatigue." It's not hard to understand why when you can buy organic gummy bears and free-range beef jerky nestled between the six-packs and the rolling paper in a convenience store.
For your green message ...