Brands personify organizations, products, services and other entities. In this way, they take on human qualities, human qualities that often lead to shared values and emotional connection. But what types of qualities should a brand take on during different stages of its life cycle?As you think about this, think about romantic relationships that lead to […]

In this article we’ll: Prove that SEO matters in the B2B space by defining SEO and its role in B2B marketing strategy Show you how you can capitalize on the 90% of B2B decision makers who use Google to kick off their research process and buyer journey Provide examples of SEO tactics improving B2B sales […]

In 2016, ProPublica reported that Facebook’s targeting tool was being used to discriminate against minority groups by allowing advertisers to conceal housing ads from users based on an “ethnic affinity” category.    ProPublica In response, Facebook took little initial action, but pledged to no longer allow advertisers to target by the “ethnic affinities” category when posting […]

“I need to change a letter on this label. Can you guys do that?” How a small change evolved into a big account. Often what you know is as important as whom you know. And some times you just get lucky. Yes, it helps to know a friend at an… The post AbbeyMecca@50 | Westwood […]

Updated March 29, 2019 A “digital presence” simply refers to how your business appears online; it’s what people find when they search for your business or company on the internet. Digital presence includes content that you control, like your website and social media profiles, but also content that you don’t control, such as online reviews. […]

Opaque is an all in the dark restaurant. With the help of a giant crane, Dinner in the Sky serves just that, dinner in the sky. Southwest Airlines differentiated itself based on a sense of humor. Build-A-Bear Workshop decided to involve the customer in the creation of the product. Having conducted hundreds of focus groups, […]

One of the concepts that I recall from my Competitive Strategy course at Harvard Business School (based on Michael Porter’s Competitive Strategy book) is that to win in the marketplace, you need to pursue of of the following three competitive strategies – value, focus or differentiation. That is as true today as it has ever […]

Digital marketing has armed businesses with many meaningful ways to get in front of potential and current customers. With so many digital marketing options available, however, it’s easier to make mistakes—the room for error is small and time to fix errors is usually limited. Here are six common mistakes to avoid in your digital marketing […]

In a recent interview with NPR, media analyst John Carroll of the Campaign Outsider Blog shared his insights and projections about the growth of digital ad spending. Citing a report from eMarketer, Carroll explained that this year, for the first time ever, digital ad spending will surpass traditional ad spending by an estimated $20 billion. […]

The goal of every focus group is to connect with participants to derive insights that will help achieve a marketing research objective. A discussion guide helps you do this by facilitating that connection.

  Thought leadership is one of those buzzwords that gets bruited about without a lot of substance behind it. What exactly does it mean?  We’ll answer that question and determine whether or not a thought leadership strategy is worthwhile for your brand. We’ll then touch on some key ways you can become a thought leader and share […]

Over the years, I have written a number of blog posts related to brand identity. Here are 38 of them.Brand Identity ElementsBrand Identity for the 21st CenturyBrands and IdentityCreating a Robust Brand Identity SystemBrand Architecture and IdentityBrand Architecture QuestionsCompulsive Naming SyndromeRobust Brand IdentityBrand NamingBrand NamesBrand LogosBrand TaglinesCollege and University TaglinesCity Mottos/Taglines/SlogansImportance of All Five Senses […]

Throughout the course of my career, I have commissioned, conducted, moderated or analyzed hundreds of brand research studies. Here is a compilation of the blog posts I have written on brand research.Market Research Marketing ResearchTypes of Research for BrandsExploratory Brand ResearchQualitative Research Leads to Emotionally Compelling BrandsImplicit vs. Explicit Purchase MotivatorsProjective Research TechniquesLaddering ResearchFocus Group ModerationPeeling […]

  Dear PR Professionals:  PR is evolving at warp speed. In fact, in five years, what we know as PR will have a different complexion. Yet today, many PR professionals, armed with media placements and endless pitches, are still grounded in the past, since it’s so comfortable. Confession: I, a B2B PR agency owner, also […]

The McMahon Ryan Child Advocacy Center has long been a favorite cause of ABC, first as supporters and now as the agency of record. This became especially true as the organization reached a milestone anniversary. McMahon Ryan, a nonprofit dedicated to preventing child abuse and healing victims, celebrates its 20th year of service in 2019.… […]

I was meeting with the marketing committee of a not-for-profit organization on whose board I sit earlier today. We were discussing a major report that we intend to release to the community. The report is on a rather technical subject – river quality – and we talked about crafting frequency asked questions (FAQ) to accompany […]

Working in the creative world for a few years now, there has been a handful of projects I’ve worked on that have either changed the way I look at life or changed me as a person. ABC’s recent trip to the New York City area for the FDNY and First Responder’s Center for Excellence for… […]

How should organizations measure and manage their brands’ reputations? While many people suggest using something as simple as Net Promoter Score, which is a very popular measure of attitudinal loyalty, reputation metrics must include much more than that. Each brand has multiple audiences, each with its own expectations for the brand, so reputation metrics need to […]

     B2B content marketing has become the white bread of content marketing. It’s on every B2B marketer’s menu and unfortunately a lot of it is as exciting as white bread. It lacks texture, and flavor and gusto. Beyond that, it’s often missing a solid foundation. Simply content without a strategy it isn’t a solid part of B2B […]

One of the most rewarding aspects of the agency business is the opportunity to work with a variety of businesses – each with unique marketing challenges.  This requires our team to be fast learners, good listeners and to ask many questions as we learn our clients’ businesses and help them… The post Digital Marketing Case […]