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Found articles: 75

  • Tell Me A Story

     Since the dawn of time mankind has been a sucker for a story. We may be wearing synthetics now instead of skins, but that one truth has not changed. Whether you are communicating with employees, customers or the media, a story has the most power.More

  • Top 9 Reasons To Advertise

     Advertising is not for every company. But some require it because their market is big and constantly changing and evolving. Consider this, up to 30 percent of the people in the US move each year.More

  • What's The Frequency?

     The more things change, some say, the more things stay the same. When it comes to marketing, I tend to agree. Consider the following list of how advertising frequency equates to advertising effectiveness.More

  • It's About Experiences, Not Logos

     A lot of marketing experts (self-proclaimed) would have you believe that a logo and corporate identity package is all there is to a brand. I know some businesses which want to change their logo regularly in hopes that it will somehow magically improve their brand and their business. Woe are they.More

  • A Successful Failure

     A successfully positioned business sometimes doesn't win a new client. And that, my friend, is the point. Let me illustrate with an anecdote.More

  • Go Ask Alice

     One of fiction's finest marketing minds, The Cheshire Cat, once told Alice in Wonderland something all business owners and marketers should remember:"If you don't care where you are going, it doesn't make a difference which path you take."For businesses bent upon success, it does matter which path you take. A positioning statement helps you chart your path to success because it lets all your audiences - internal and external - know where your organization stands in the battle for your consumers' minds.More

  • Santa - The Brand

     Every Christmas Eve, a burglar named Santa busts into homes around the world, but he has never been charged with B&E. He has one of the best, most positive brands around and it continues to inoculate him against any hint of impropriety, as it has for generations.Why does Santa's brand remain so strong?More

  • The Brand Called You

     The best brands always try to do the right thing, so that their reputations will remain unsullied. But beyond that they grow, evolve and get better with time, while maintaining their special qualities from the past.We all have a personal brand with social, cultural, intellectual, and personal needs that may not necessarily be addressed in our daily work.More

  • Hook Me Up With A Human

     Oh, what has happened to the carbon-based organizational interface? Many organizations have digitized humans – aka carbon-based units - out of existence in their customer service operations. Now, I love digital technology as much as anyone, but it is time to bring the people back into their appropriate customer service roles, don’t you think?More

  • Business Ethics: An Oxymoron?

     Why do I believe good PR and business ethics are inextricably linked? It comes down to definitions. Ethics is learning what is right and what is wrong and then doing the "right thing.More