“If You Don’t Know Where You Are Going, You Will Probably End Up Somewhere Else” – book title by author David Campbell.Hopefully, you have developed and are executing against a detailed brand plan. And hopefully, you are measuring the results against that plan. Brand plans are much like business plans or marketing plans. You start with […]

For most businesses, marketing their products or services is the lifeblood of their business so you would think that choosing the right marketing firm would be of utmost importance – and yet many business owners do not appreciate the importance of selecting the right agency or recognize the value effective…

It’s been an exciting few months at Crowley Webb. We won a few awards, we celebrated engagements, we formed some new partnerships, and we recently picked up four fresh, new faces. Please join us in welcoming two new folks to our Praxis team and two to the analytics squad. Now let’s get inside their heads. […]

Today, I am sharing twenty tips or “rules of thumb” about brands and brand management.The only thing that stands between a commodity and a brand is relevant differentiation.More than anything, your brand must be admirable. And, if not admirable, likable. In the long run, a strong brand will not completely compensate for a faulty product or […]

B2B thought leadership is the pinnacle of success for any business leader. As a thought leader, you become the leading authority within your industry, with a commanding presence that others look to for upcoming trends and advice. In fact, thought leadership is one of best ways to… Build brand awareness Nurture trust Establish your own […]

Mystery and exclusivity are two very powerful human motivators. Let’s take one at a time.A partial reveal is always more powerful than a full reveal. And the more often one is exposed to the partial reveal, the more one craves the full reveal. It’s human nature. Whether it is in a new product unveiling or […]

Sometimes a brand’s worst enemy is its risk adverse caretaker. Usually, to break through in an overcrowded marketplace, a brand has to take some risks and do things that other brands in the category are not doing. My biggest disappointment as a brand strategy consultant is when, through rigorous research and out-of-the-box thinking, we help a […]

Customer profiling helps organizations identify and then effectively target the most lucrative customer segments including how to best reach them in the shopping process and what brand messages are likely to work best with them. We help organizations profile their customers in actionable ways. First, we measure brand purchase intent. We then discover the values, […]

Visual content is one of the public relations trends that has exploded recently. Put simply, if your content doesn’t include a visual component, you’re losing a huge chunk of your potential audience! People are more visual than ever in their communications — think emojis, GIFs, and video calling. So it’s unsurprising  that this has trickled […]

Enhancing First Niagara’s Online Account Opening Experience Why This Case Study Is Relevant It shows how enhancing the customer experience can significantly improve the bottom line. Challenge First Niagara Bank’s online account opening completion rate was abysmally low – well below industry standards. The bank identified online account opening as one of the most impactful […]

Having worked with many non-marketers in organization leadership teams, it has occurred to me that many things that I think are “common sense” are not so common for non-marketers. That is to say that skilled marketers are intuitive about some things that non-marketers are not. Here is my list of things that skilled marketers just […]

Rochester, New York, October 5, 2017 – webSURGE Digital Marketing, LLC is celebrating company growth by hosting an open house on Thursday, October 12, 2017, from 3:00 pm to 7:00 pm at their new location, 807 Ridge Road, Suite 200, Webster, NY 14580. Clients, family, friends, and those interested in our expansion are invited to […]

Although all organizations intend to create the best possible customer experiences, occasionally something real or perceived happens that produces just the opposite effect: a crisis. Every brand will experience a crisis at one time or another. The hallmark of a strong brand is how well it handles those crises. The crisis could come as a […]

With patient-centricity becoming the healthcare industry’s gold standard, finding new ways to engage with patients is paramount, and gamification can be a powerful asset. Healthcare marketers have taken notice of this growing trend, and in the last several years, they’ve started using game-driven mechanics, methods, and design to engage customers and employees. Here’s just one […]

Since it was first published in 2001, Brand Aid has sold more than 20,000 copies. Now in its second edition, it is available in digital and audio formats and has been translated into several languages. It is used by business schools around the globe to teach brand management and marketing. Here is what people are […]

Too many companies still think of marketing as the thing to do to sell more products. The products are a given and marketing plans are created and executed to sell more of the products the company produces. In this way, marketing is a tactical afterthought. But what if the purpose of the company was to meet […]

Regardless of product or service category, brands signal something about you. Consider the shirt that you wear. If you are wearing a Carhartt shirt, what does that say about you? Do you live in a large city or out in the country? Do you spend a lot of time outdoors? Do you pursue physical activity […]

B2B marketing is a rich, diverse, and sometimes complex field. The growth of technology and social media add a new layer to this field. Sometimes it even feels like a struggle to keep up. That’s where influencers can make a huge difference. Influencers help us to stay on top of the trends and new developments […]

Let’s take a step back and think about it. What are brands anyway? Aren’t they this kind of fuzzy idea that no one can define perfectly? Does labeling something a brand make it a brand?When I think about brands, it’s about attaching labels and identities to things and imbuing them with human qualities. But isn’t […]

webSURGE received a prestigious IMPACT Award for App Development B2B in recognition of its App Development for CooperVision at the Internet Marketing Association’s annual awards celebration held Sept. 29, 2017, at the Enclave in Las Vegas. “The IMPACT Awards exemplify best-in-class creativity, expertise and results achieved by the top practitioners of Internet marketing across every […]