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]
When it comes to building brand equity with customers, Tisch says, companies must embrace new strategic communication tools and deliver deeply rewarding experiences. [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]
Today’s world is filled with savvy consumers. They know how to find the best deals. They’re up on all the latest trends. And if there’s a hot new product on the market, they don’t want [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]
Perhaps the biggest demand from consumers these days is to have a say in how they engage with companies. Permission-based marketing was a good start, but it’s now insufficient. “Permission doesn’t get you to disclose [Read More]
According to a recent study by Lyris Inc.’s EmailLabs, many companies are not taking full advantage of the opportunity to continue a customer dialogue when a subscriber opts out of receiving promotional messages. [Read More]
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