Vol. 3 , No. 46     November 18, 2003


In this Newsletter:

  1. Take a Stand for Your Brand
  2. SWOT Team: Customer Loyalty in the Midst of Change
  3. The CAN-SPAM Act: Real Reform or Political Pork?
  4. Making Marketing Matter: Build Its Brand Within Your Organization (Part 2 of 2)
  5. RSS for the Real World
  6. Experiencing Value
  7. Will You Still Love Me Tomorrow?



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Dave Sutton
Take a Stand for Your Brand

Brands allow you to clearly define and communicate what you stand for, whether you’re the “lowest-cost provider,” the “most innovative,” the “best total solution,” the “preferred choice” or what have you.

But you’ve got to decide what your brand stands for, and communicate that value proposition effectively and repeatedly. It’s not good enough to just run a quality business—you’ve got to let everyone know what sets you apart from the pack.

Get the full story.

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Tamara Halbritter and Hank Stroll
SWOT Team: Customer Loyalty in the Midst of Change

How do you preserve customer loyalty amid change? When you move offices, change leadership, merge with another company or completely redefine your product or service offering...how do you maintain customer loyalty? Join the conversation!

Also this week: How do you maximize employee loyalty during a transition?

Get the full story.

Neil J. Squillante
The CAN-SPAM Act: Real Reform or Political Pork?

Now just a House vote and a presidential signature away from becoming law, the CAN-SPAM Act of 2003 merits some scrutiny by the online marketing industry to figure out where we might be headed and whether the end of spam is in sight.

Get the full story.


A Note to Readers

The Science of Branding

Greetings, discerning readers!

There’s lots of good stuff in the pages of MarketingProfs this week, not the least of which is Dave Sutton’s “Take a Stand for Your Brand.”

If you don’t know Dave, you should. He’s cofounder of Marketing Scientists, LLC, coauthor of Enterprise Marketing Management: The New Science of Marketing—and the leader of our next online seminar. “Manage Your Brand’s Profit Potential” kicks off Thursday, December 4, at noon. (Dave is co-leading the seminar with Tom Klein.)

Like Sergio Zyman, author of The End of Marketing as We Know It, Dave believes that marketing is less art and more science, and he lays out a specific action plan for how marketing can drive sales and profits.

It’s not a novel concept, but it’s one worth knowing cold. Zyman describes Dave’s book as a “playbook” that guides marketers to generate results in a systematic and logical way.

Jerry Noonan, interviewed in this newsletter a few weeks ago by our own Roy Young, calls Dave’s book “the closest thing to a CMO’s handbook,” adding, “It should be a mandatory read for all marketing executives from up-and-comers to the most senior leaders.”

So check out the seminar, and let me know your thoughts.

As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley


Last Issue's Top 5

  1. Do You Make These Mistakes in Copywriting?
  2. Welcome to the Feelings Economy
  3. The Art of Making Offers That Get Accepted
  4. Great Service: The Key to Sustainable Differentiation
  5. Five Essentials for Marketing Technology in a Down Economy
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Email Strategy
Top 5

  1. What Is RSS, and Why Should You Care?
  2. Will California’s Spam Law Kill Your Email Marketing?
  3. Hello, My Name Is Mike... and I Send Out Email
  4. 5 Key Questions (You’ve Been Dying) To Ask About Business Blogs
  5. Are PDF Newsletters Retro—or a Smart Move?


Roy Young
Making Marketing Matter: Build Its Brand Within Your Organization (Part 2 of 2)

As we marketers know all too well, marketing is often the Rodney Dangerfield of business—it gets no respect… or at least not as much as it deserves.

So what can we do about it?

Get the full story.

Dana VanDen Heuvel
RSS for the Real World

RSS is the hottest thing in Web communication, and the beauty of it is that it really is simple. Just like that first cell phone.

It's positioned to become a mainstream content delivery and consumption tool, but first a few things need to happen.

Get the full story.

Diana LaSalle
Experiencing Value

A recent Case Western study confirmed what we already know in our heart of hearts—satisfaction has little to do with loyalty.

What was a surprise, however, was clear evidence that trust wasn’t the deciding factor, either. What customers are looking for first and foremost is value—not the monetary kind of value, but value that impacts a person’s life.

Get the full story.

Robin Houghton
Will You Still Love Me Tomorrow?

Voicemail messages typically have all the charm and immediacy of an airport announcement. In our determination to get it right, gone is the natural intonation, the false starts and hesitations, the easy feel of a one-on-one conversation. Gone is our personality.

The same thing can and frequently does happen with email autoresponders.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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