Every organization has a culture whether it has worked hard to establish one or not. Just like brands, cultures exist whether we are deliberate about defining, nurturing, and managing culture or not. In fact, organizations often have multiple cultures just as they may have multiple brands. The process, far simplified, for managing both is the same:How Will Your “New Normal” Impact Your Desired Corporate Culture?
June 15th, 2021Every organization has a culture whether it has worked hard to establish one or not. Just like brands, cultures exist whether we are deliberate about defining, nurturing, and managing culture or not. In fact, organizations often have multiple cultures just as they may have multiple brands. The process, far simplified, for managing both is the same:Best Practice Communication Takes Many Forms
June 10th, 2021
There is no such thing as “the best” communication channel whether considering internal channels for employee communications or external channels to connect with customers and potential customers. All organizations can benefit from having a wide variety of communication channels (both synchronous and asynchronous) to ensure that employees throughout the organization, regardless of role or communication channel preference, are receiving key messages.Companies That Stand the Test of Time: What Does It Take?
June 8th, 2021
Vinyl records. Audiotapes. Typewriters. Carbon paper. That white stuff that Mike Nesmith’s mom invented that we used to use to correct typing errors. Rotary phones. The Post Office (well, not yet…). Look back over the past 10, 20 or 50 years, and you’ll find countless examples of products and services that simply no longer exist — or that have morphed into something else. Products and services that, for whatever reasons, have become obsolete.
We tend to think primarily of obsolescence being driven by technology, and that certainly is common these days. But obsolescence can occur due to non-technology-related impacts as well. Read the rest of this entry »
Thinking Like a Tourist When Marketing Your Seasonal Destination
June 5th, 2021
As summer approaches, and as restrictions related to COVID-19 begin to ease around the country, tourism is likely to pick up significantly. That’s great news for the many hospitality and destination businesses that took a hard hit during the pandemic. Now they have an opportunity to hit the ground running to attract the attention of consumers with pent-up demand.
But how can your company effectively connect with travelers to ensure that 1) they know you exist and 2) they believe spending their time and money with you will provide higher value than spending their time and money elsewhere? Read the rest of this entry »
Top Tip for Brick and Mortar Businesses: Create an Experience!
June 1st, 2021
Over the past several years, a growing number of wineries, microbreweries, and distilleries have been springing up across the Chippewa Valley where we’re based. It’s a trend that is mirrored in other states around the country, as entrepreneurs seek to address a growing market not simply for alcoholic beverages but for local destination experiences.
Consumers have long been able to buy wine, beer, or spirits at local liquor stores with no discernable lack of brand options available at varying price points. Why, then, are these relatively small players having such a big impact on the economy?
Tips for Hiring Freelancers and Contractors
May 28th, 2021
While Uber and Lyft have popularized the concept of the gig economy, the truth is that gig, freelance, or contract workers have been around for a long time. In fact, I’ve been a contract worker or freelancer since 1981, when I first started writing business articles for a wide range of trade and business publications. I’ve worked remotely with publishers and editors for years — most of them I’ve never physically met. My interest in the gig economy, which traditionally had been referred to as telecommuting, led me to research and write a book on the topic some years ago. Last year I updated that book as the concept of remote work, or telecommuting, really took off during the pandemic. Suddenly employers realize that yes, they can effectively manage remote workers. It’s a trend that is likely to continue long past the pandemic.
Graduates: Some Important Tips for Building Your Personal Brand
May 25th, 2021
A hot topic in recent months, perhaps due to the pandemic and sudden interest in pursuing new job and career opportunities, seems to be “building a personal brand.” We work with a wide range of entrepreneurs, independent consultants and others who are adept at building what they refer to as their “thought leadership.” In truth, though, what they’re really doing, is building their personal brands. We help them do that and we also speak and write regularly about the topic.
Building your personal brand doesn’t start after you’ve already established yourself in your career, or at least it shouldn’t. As we like to say “your reputation precedes you.” And, for good or ill, it precedes you whether you’ve been paying attention or not. Read the rest of this entry »
An Evergreen Question: How Can I Get Media Coverage?
May 20th, 2021
It’s a question we hear frequently and, fortunately, one that we never tire of answering: “How can I get media coverage?”
Businesses of many kinds recognize the value that getting their name in the news can hold. After all, it’s a third-party, non-biased, source of information about them, their organizations, products and services that, if positive, can generate goodwill and business. Fortunately, it’s not really that difficult to get great media exposure. The process, though, is quite a bit different than it was years ago. Read the rest of this entry »
Sometimes I Just Can’t Be a Ghost…
April 26th, 2021
by Linda Pophal
Having worked for organizations and their senior leaders and spokespeople for a number of years as director of corporate communications and marketing in various fields I’ve long been familiar—and quite comfortable—with the concept of ghostwriting. Ghostwriters write content for others. That content might be in the form of a speech, a presentation, an email, an article, a letter to the editor, a book-length manuscript, or a wide range of other applications. Read the rest of this entry »
Using Google Search Can Help You Save on Market Research Costs: Here’s How
April 22nd, 2021by Linda Pophal
All marketers know how important it is to understand their target audience so they can effectively craft messages and select communication channels that will most appeal to them and move them to some desired action. Read the rest of this entry »
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