Vol. 4 , No. 2     January 13, 2004


In this Newsletter:

  1. It Takes a Village to Build a Brand
  2. Best Practices and Case Studies: Be Very Afraid
  3. SWOT Team Ponders the 4 Pís: Are They Still Relevant Today?
  4. Making Marketing Matter to the CEO: Strategies from Jack Trout
  5. How to Gain Control of Your PowerPoint
  6. Being Jakob Nielsen
  7. Ten Secrets to Selling in China


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William Arruda
It Takes a Village to Build a Brand

Innovative business leaders are waking up to the fact that successful brands are built by people. By creative employees, not robots. By loyal customers, not CRM systems. By committed partnerships, not relationships du jour. By visionary leaders, not those with a short-term focus.

Your brand is only as strong as the sum of your relationships with the members of your brand community.

Get the full story.


Claria auto SUV clients know their ads are only seen by people who are interested in SUVs. Formerly The Gator Corporation Ė find out what we can do for you.

Allen Weiss
Best Practices and Case Studies: Be Very Afraid

Often, itís not clear what it means for some practice to be ďbest." Best at what? And by what standard?

What works well for one of your competitors or another company doesn't necessarily mean it will work well for your organization. Following in the footsteps of other companies is called mimicry, and while it might be flattering, it is often very dangerous.

Get the full story.

Yvonne Bailey and Hank Stroll
SWOT Team Ponders the 4 Pís: Are They Still Relevant Today?

Do you still rely on the 4 Pís in your organization? Have you replaced them with Web or customer-centric principles of your own? Weigh in with your own opinion: Do the 4 Pís still hold relevance in your world today?

Also, read your answers to the previous dilemma: Is it better to have more detailed data or less?

Get the full story.


A Note to Readers

Give and Take

Greetings, discerning readers!

Each week, I get many work-related questions from you, our readers. Sometimes you are looking for resources; other times you are looking for some advice about a marketing nightmare you've living.

Your questions are often excellent, and varied. But, frankly, many of them are well outside my areas of expertise.

So, today, we are introducing a new discussion forum here at MarketingProfs. The Know-How Exchange is a collaborative community that you can join to get answers to your thorny questions. In turn, you might be able to help out a colleague.

As Publisher Allen Weiss says, ďItís a place where MarketingProfs experts can help people (and members can help each other) and have fun doing so.Ē

If you are one of the 100,000-plus people who receive this newsletter, you can ask our experts your marketing questions. You can also share your own brand of expertise by answering the questions of others. As with any relationship, the Exchange works best with a little give and take.

Our own Valerie Frazee is the moderator of the Exchange. Feel free to contact her with any questions.

In the meantime, check out the Exchange home page here
Öand browse around a bit.

See you at the Exchange!

Until next week,

Ann Handley


Last Issue's Top 5

  1. Q up for Success
  2. Everything You Know Is Wrong
  3. Google Optimization: E-Commerce @ $0 Cost (Part 1)
  4. Communicate the Problem
  5. When ĎI Donít Knowí Is the Best Answer
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Roy Young
Making Marketing Matter to the CEO: Strategies from Jack Trout

Although marketing is rarely a priority on the CEOís agenda, marketing guru Jack Trout says that leaders of all organizations must make marketing the centerpiece of the business strategy. In his latest book, Trout offers a roadmap.

Roy Young recently talked with Trout about how marketers can educate their CEOs about marketing as a critical driver of an organizationís success.

Get the full story.

Cliff Atkinson
How to Gain Control of Your PowerPoint

Do you control your PowerPoint, or does PowerPoint control you? For many organizations, what appears to be a situation under control is in fact a system thatís out of control.

Get the full story.

Know-How Store

Sell it, Baby! Marketing Angel's 37 Down-to-Earth & Practical How-To's on Marketing, Branding & Sales

Down-to-earth and practical marketing and sales tips include: Brochure Design: Be So Good Your Competition Weeps; Born Again: How Brands Get a Second Shot at Consumer Love and; My, What a Big Head You Have: Handling Sales Egos.
Available in our bookstore

Jim F. Kukral
Being Jakob Nielsen

Why wouldnít the King of Usability want to tackle the greatest challenge of them all: Designing a beautiful AND usable Web site?

Get the full story.

Laurel Delaney
Ten Secrets to Selling in China

Chinaís accession to the World Trade Organization is a significant global occurrence. China is poised to become an economic superpower, profoundly affecting the globally competitive capabilities of small and multinational corporations alike.

What will it take to go after this spectacular market?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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Online Seminars: Roy Young

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