Radical changes in buyer behavior, fueled by the ever-increasing demands on people’s time, are significantly altering how companies engage with customers and prospects. With traditional forms of advertising becoming increasingly ineffective for brand-building, content marketing [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]
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]
Word of mouth is one of the most powerful integrated marketing communication tools available to any company today, and it doesn’t cost much to harness the energy of enthusiastic cheerleaders. Here are some low–cost suggestions [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]
Heroes are not made when life is easy. That’s the philosophy salespeople — particularly in the building industry — should take to heart in a challenging economy, says Rick Davis, president of Chicago-based Building Leaders [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]
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