Ask most businesspeople how alpha companies — businesses that dominate their industry or product category — earn top-dog position, and they’ll probably list things like competitive pricing, customer service, quality products, being the first to [Read More]
A brand communication strategy is essential, and over the past decade especially, it’s been a well-hyped trend for businesses large and small. But here’s the irreverent truth: The branding craze is also a gimmick and [Read More]
Every action you take positions your brand and defines your reputation, whether you intend it to or not. So how can a growing business proactively maintain a consistent brand identity both offline and online without [Read More]
Who is your customer? Perhaps the better question is, who isn’t? As a longtime marketer, strategic communications expert, and brand identity specialist, Mary Lou Quinlan has noticed that most people think a customer is only [Read More]
Thirty–six years ago, astronomer Frank Drake sent humankind’s first deliberate communication to our interstellar neighbors. We’re still waiting for a reply. Marketers have it so much easier: They need only browse the Web to catch [Read More]
If you look around your home or office, chances are you’ll see a product that has been influenced by Alan Siegel. Founder of the New York–based strategic branding company Siegel+Gale and author of Alan Siegel [Read More]
Ask most businesspeople how Alpha companies — businesses that dominate their industry or product category — earn top-dog position, and they’ll probably list things like competitive pricing, customer service, quality products, being the first to [Read More]
When it comes to niche marketing, don’t focus solely on search engines to bring customers to your Web site. You want information about your site to appear any place on the Internet where a large [Read More]
The secret to niche marketing on the Internet is finding the right crevice — that is, the most appropriate product or service to fill a universal need. [Read More]
They’re everywhere. No longer a flourish seen only on the fringes of society, tattoos are showing up in unexpected places — on unexpected people. These anatomical imprints, says strategic brand management expert Karen Post, are [Read More]
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