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Vol. 6 , No. 5     January 30, 2007


In this Newsletter:

  1. The 10 Biggest Mistakes Marketers Make—No. 10: Failing to Be a Cash-Flow Leader
  2. Be All That You Can Be: The Company Persona and the Magic of 'Language Alignment'
  3. Scent Branding: Smell of Success?
  4. Clearing the Clutter—How Busy Marketers Can Get Things Done
  5. Make Money—Practice Social Responsibility
  6. Three Ways (and a Free Flash Gadget) to Get Godzilla Ad Ideas
  7. Marketing Challenge: Three Ways to Score With Search Engines


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Premium Content

Roy Young
The 10 Biggest Mistakes Marketers Make—No. 10: Failing to Be a Cash-Flow Leader

Marketing professionals don't get too far in their organizations unless they're perceived as true cash-flow leaders. Such leaders influence people in other parts of the organization to think in terms of how to generate cash flow. They're accountable for profitability. And they use their understanding of the market to set a strategic direction for growth that the rest of their firm follows. Cash-flow leaders thus contribute unique value to their organizations—and reap the rewards in the form of stimulating, satisfying careers.

How can you become a cash-flow leader? The following guidelines can help.

Get the full story.

Please note: This article is available to paid subscribers only. Get more information or sign up here.


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Frank Luntz
Be All That You Can Be: The Company Persona and the Magic of 'Language Alignment'

Walk through any bookstore and you'll find dozens of books about the marketing and branding efforts of corporate America. The process of corporate communication has been thinly sliced and diced over and over, but what you won't find is a book about the one truly essential characteristic in our 21st century world: the company persona -- and how words that work are used to create and sustain it.

Get the full story.

Leigh Duncan
Scent Branding: Smell of Success?

Some of you may think "scent marketing" and identify with a company like Yankee Candle, which understands the power of scent—but today's technology goes beyond melted wax, potpourri, and fragrant oils.

And most significantly, scent technology today reaches far beyond the home. Increasingly, scent branding is being broadly deployed in major retail and boutique stores, airlines, museums, and other marketing venues across the globe, and in a neighborhood near you.

Get the full story.

For a primer on branding in general, download our Marketing Guide: Branding and Brand Equity.

Note: This Marketing Guide is available to paid members only. Get more information or sign up here.

This Week's Case Study
From the Ground Up: Annie's Homegrown Builds a Vibrant Business in a Commodity Market

A Note to Readers

3 Great Finds in This Week's Issue!

Greetings, discerning readers!

Here’s 3 highlights from this week’s issue:

1. The End of an Era. This week marks the last installment in Roy Young’s excellent 10-part series, “The 10 Biggest Mistakes Marketers Make.” He wraps it up with a look at how marketers need to navigate the path toward profitability, and he offers some specifics on exactly how.

2. The Smell of Money. If you’ve ever sold a house, you know that the smell of bread baking in a hot oven can help turn a browser into a buyer. Leigh Duncan takes a look at “scent marketing” today, and details us how companies are appealing to our noses to sell everything from Cinnabons to baby equipment to swim suits.

3. The Soul of a Brand. Celebrated “language architect” Frank Luntz writes this week about company personas and how his style of “words that work” can help create and sustain your company and your brand. Luntz, known for crafting messages for the Republican Party that evoke emotional responses (“exploring for energy” vs. “drilling for oil”) recently published a book explaining how the use of effective language in business, politics and more makes all the difference between success and failure.

Thanks for stopping by, and (as always), drop me a line with your thoughts. Your feedback is both welcome and encouraged.

Until next week,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. The 10 Biggest Mistakes Marketers Make—No. 9: Failing to Market Marketing Inside Your Organization
  2. Six Ways to Prepare Better Collateral for Sales Teams
  3. Marketing to Generation X and Y
  4. The 12 Tenets of Social Media Marketing (and Why You Need to Learn Them)
  5. Stop, Thief! How to Protect Your Site from Copyright Infringement
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Ruth Stevens talks about different channels for customer acquisition in the seventh seminar of our "crash course" series on Direct Marketing.

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Stephan Spencer
Clearing the Clutter—How Busy Marketers Can Get Things Done

Marketers, by the very nature of their job function, must juggle numerous campaigns, a range of portfolios, multiple channels, and various corporate, political, and personnel issues—all simultaneously.

Do you have multiple action lists running concurrently in your brain? Or great ideas buried within files, folders, emails, Post-It notes, and to-do lists? If that sounds like you, join the club! But I have to warn you: This is one club Stephan will be resigning from soon. Here's his plan.

Get the full story.

Denise Shiffman
Make Money—Practice Social Responsibility

Conventional wisdom would have many executives believe that social responsibility is in conflict with revenue and profit growth. It's true: A company's responsibility is to increase profits. Yet social responsibility doesn't have to be a drag on the bottom line. Today, you can actually make money by giving.

Get the full story.

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Steve McNamara
Three Ways (and a Free Flash Gadget) to Get Godzilla Ad Ideas

Here are three new ways for you, and your creative team, to trigger some gigantic ideas.

Get the full story.

Meryl K. Evans and Hank Stroll
Marketing Challenge: Three Ways to Score With Search Engines

Small businesses don't often have the resources for the amount of effort needed to succeed with the likes of Google, Yahoo and MSN Search out there. Luckily, the Internet offers lots of free tools to maximize marketing and search engine efforts. Readers offer three ways to take advantage.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

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