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]
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]
Look, up in the sky! It’s a bird! It’s a plane! It’s a … baby?
That’s the typical reaction of Boston Red Sox fans to a 5,000-square-foot sky banner that often flies over Fenway Park. It [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]
Seventy percent of today’s 15-to-34-year-olds use social networking Web sites like MySpace, Facebook, and YouTube, according to Reston, Va.–based comScore, and other age groups are joining fast. [Read More]
When a company seeks to define and attain its goals, a mission statement is often at the heart of that effort. The concept may sound simple, but summing up the essence of a complex organization [Read More]
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