Marketers are understandably concerned about building and protecting strong brands. An Economist article from last year discusses the power of brands. “Brands account for more than 30% of the stock market value of companies in the S&P 500 index, reckons Millward Brown, a market-research company. Everyone knows that a Ralph Lauren Polo shirt costs more than a polo shirt; Coke without the logo is just cola.”
But, brand-building efforts are sometimes misguided– (more…)
Rewards programs are a commonly used practice by certain types of businesses. Airlines offer frequent flyer miles, while Starbucks offers free coffee after a certain number of purchases. There are many other examples of these programs, but what does it take to really make these programs take off?
Email marketing is a big deal these days. And, while traditional direct mail marketing still has a place, the ability to engage with online consumers on an ongoing basis, through permission marketing (when they opt in to receive your email messages) represents great value to your organization. If, that is, you can keep them engaged. (more…)
In a previous blog post, we discussed the difference between blue oceans and red oceans. As a very brief recap, red oceans are the “what is” of the industry; it’s what is being done. Blue oceans, by contrast, are an open frontier. They are the unknown. They are the space where companies create their own new markets.
The benefits of blue oceans are apparent. There’s no competition yet. You invented the market and are in many ways a monopolist. Given the benefits of blue oceans, every business would operate in them if they could; however, it’s not that easy. (more…)
It’s a constant challenge for many organizations: finding ways to ensure that their employees have the information they need not only to do their jobs, but to boost their engagement and loyalty and to serve as effective brand ambassadors. I was asked recently for my “top tips” on how companies, large and small, can improve their employee communication efforts. These were my top three recommendations: (more…)
A friend recently expressed amazement that, in the process of conducting a Google search, Google somehow magically knew what she was searching for. She deemed the experience “creepy,” and many would say the same thing. Regardless of how creepy it may or may not be, though, it’s just the tip of the iceberg of something that consumers are experiencing more and more as they navigate the online world through laptops, tablets and smart phones. (more…)
Subcribe to This Blog
Brand Evaluation
We’ll help you assess the gaps between how you’d like to be perceived and how you are perceived. More
CONTENT CREATION
Whether you need web copy, blog posts, whitepapers, ghostwriting--or RFP or report creation, we can help. More
PR/MEDIA RELATIONS
We can provide you with media training and coaching, help you identify relevant media and help you generate media coverage locally, nationally and online. More
SOCIAL MEDIA
Social media isn’t for everyone, but if it’s right for you we’ll help you identify, implement and assess the impact of your online communications. More
STRATEGIC PLANNING
Our name says it all! We’re passionate about strategic planning and work with clients to develop marketing and communication plans, as well as broader business plans designed to provide actionable--and measurable--direction. More
