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When a brand goes online, what expectations do consumers have? What information is anticipated? Motivating?

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nderstanding the way consumers evaluate whether or not a brand extension "fits" with a core brand is central to the success of the brand extension. Often, marketers misunderstand the way their customers think.

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Here's a number of processes you can put in place to ensure that your site is both fresh and compelling.

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Chris's theory of communication -- whether he's the reader or writer, the listener or speaker -- is that both sides need to reach beyond themselves to make any kind of meaningful contact. That's especially true in marketing.

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In an industry with much product commoditization, brands help distinguish competitors in the mind of customers. How does the concept of branding translate online?

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Compelling quotes are not happy accidents; they are gems mined from logically-ordered transcripts of well-planned interviews.

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Here are some of the dynamics and concepts that contribute to a cogent value proposition.

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ow can a company become a contender in a marketplace when its individual brands do not have comparable recognition and reach?

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Marketers focused on cutting costs and driving business growth with minimal spending don’t view Web site updates as a critical element of their already reduced budgets. Bad move.

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In our enthusiasm to measure clickthroughs, pageviews and revenues, we seldom stop to consider the cost of our Web site content. Even if your page count is only in the hundreds, you must have a general rule of thumb for calculating the cost of creating content as well as a general rule of thumb for measuring the return on that investment.

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While the Dallas Mavericks came *this close* to the NBA finals, the better story is how Mark Cuban bought a clunker of an NBA team in 2000 and overhauled it into the best -- operationally and marketing-wise.

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What if you posted a sign that read, “How’s my marketing?” Would you like what you heard? And would you know what to do with the information you got back?

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If you are thinking you can acquire new clients with email -- forget it.

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Here's some advice for an outfit that wants to go beyond its current niche, but isn't sure where to begin.

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"Big Boy" businesses know how to market to millions. And while there are plenty of areas where the Big Boys fall short, there are lots of things the Big Boys do well. And there's plenty of lessons therein for small business owners, as well.

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ow do you measure the impact of marketing on the bottom line? Eran's answer is simple but disappointing: you cannot.

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Today more than ever, IT salespeople are looking for more qualified leads and shorter sales cycles.

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Many service businesses find themselves trapped in a vicious, no-growth cycle. The firm is either heavily marketing because they don’t have enough leads and new business, or they are heavily billing and delivering—and thus have no time for marketing.

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If the Krispy Kreme product is wonderful, and the experience is magical, what could possibly slow them down?

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o you really want your business associated with shallow, self-centered, rude and crass envy? Surely there is a better way.