How to Identify and Target Your Best Prospects

by Alan Sartain

In today’s economy, it is more crucial than ever to make sure your marketing dollars are well spent. Marketing and advertising are not intended to generate customers for your business. Say what?

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Branding as a Solution to All Organizational Problems

by Brad VanAuken

As a branding consultant, I am the beneficiary of branding being a high profile area of focus for organizations. We have been invited into hundreds of organizations to help them improve their brand awareness, positioning and perceptions. However, perhaps one out of every five times we are contacted, the primary problem is not a branding […]

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Brands and Story Telling

by Brad VanAuken

Yesterday, I was drawn in again by a street person’s story. It is not the first time. If the story is good enough, it tugs on your heartstrings. While, as a marketer, I am always leery of being taken in by total fiction, at the same time, if the story is good enough, it doesn’t […]

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Moneyball Marketing Strategies

by Tony Lang

On September 23 a movie about baseball’s front offices will be opening in theaters across the country, starring some fellow I’m often mistaken for (just kidding…it’s Clooney I’m always mistaken for…ok, so a young Steve Carrell), based on the book Moneyball by Michael Lewis. The book focuses on Oakland A’s general manager Billy Beane, who […]

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Changing Brand Perceptions

by Brad VanAuken

Brand perceptions are much more often created by the product or service experience itself than from marketing communication. Marketing communication is much more effective in building brand awareness than it is in creating or changing brand perceptions. That is not to say that marketing communication cannot be used to help change perceptions, but it can’t […]

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Superhero Sell Sheets

by Sally Bacchetta

A sell sheet is a high-impact, single-page presentation of your core capabilities, customer benefits, and contact information. It is a smart way to get your brand into the customer’s hands without the bulk or expense of a brochure. When you think about it, sell sheets are a lot like superheroes. Superheroes build their reputations around […]

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Brand Research: A Must for Brand Repositioning

by Brad VanAuken

Many organizations looking to reposition their brands are reluctant to conduct the necessary customer research at the beginning of the brand repositioning process. They will say, “We conduct ongoing customer satisfaction research,” or “We do product research quite frequently” or “We measured our brand’s equity five years ago” or “We talk with our customers all […]

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Dedicated IP Hosting – The Smart Choice for Small Business Owners and Professional Service Providers

by Jay Purner

Many small business owners and professional services providers believe that once a domain name has been registered, a unique address on the Internet has been secured for the website that will occupy that domain name. The truth is that when your domain name gets typed into a Web browser for display on a computer screen, […]

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Jumping on the Social Media Bandwagon

by Megan Manzari

Social networks have undoubtedly changed the way we communicate in our personal and professional lives. Many businesses are seeing this shift in communication as a way to connect on a new level with customers and clients, and are beginning to add social media to their marketing plans.

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Aligning Brand Values With Customer Values

by Brad VanAuken

A business associate recently asked me what I mean when I say that brands can connect with people on a values level. Here are the examples that I shared with him to illustrate the concept. “The strongest companies/brands often connect with their customers on a values level.”

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Overcoming 
Obstacles
 to 
Copyright
 Registration

by Jim Cavanaugh

Summary Copyright registration is critical in order for photographers to have full protection of their works and resolve or litigate copyright claims which may arise. With prospective orphan works legislation on the horizon as well as other emerging trends such as the dramatic growth of the electronic transmission of images, registration has, in essence, become […]

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Stand for Something

by Brad VanAuken

Brands that stand for something connect with customers on an emotional level. Does your brand scream status? Does it value generosity? Is it elegant and refined? Does it care about the environment?

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A Cautionary Tale, With a Silver Lining

by Janine Yagielski

If you haven’t already, check out David Segal’s New York Times article titled: “The Dirty Little Secrets of Search.” It’s a great piece of investigative journalism (with help from technology company Blue Fountain Media) that questioned J.C. Penney’s impressive organic search ranking on keywords that may be appropriate but aren’t necessary intuitive for the retailer–dresses, […]

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11 Tips for E-X-C-E-P-T-I-O-N-A-L Presentations!

by Joan Hebert

Expect to energize the room – then do it! Your energy is contagious. If you talk in a monotone, look bored with the topic, or look like you really don’t want to be there, the group will feel it. Show energy through your expertise, passion, and excitement for the topic. eXpect questions – welcome them! […]

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To Be Tracked, or Not To Be Tracked?

by Dan Beca

To be tracked, or not to be tracked? That’s a question consumers will soon face. And it’s a challenge marketers also have to face, whether they like it or not. The growing concern over online privacy is going to result in “do not track” functionality one way or the other. The FTC says we need […]

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University Branding

by Brad VanAuken

At least two universities are on to something big in their brand positioning: my alma mater, Rensselaer Polytechnic Institute and American University. Both focus on their students’ and prospective students’ aspirations. Rensselaer chose the tagline, “why not change the world?SM” as its service mark in the late 1990s. The tagline reflects the university’s intention to […]

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Sales Staff Assessment

by Howard Maslich

Lao Tzu wrote, “He who knows others is wise. He who knows himself is enlightened.” What that means for us in the sales world is, If you need to sell more, increase your value. To increase your value, develop your strengths. On the face of it, that’s a pretty easy concept to grasp. It’s almost […]

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Impact Of The Youth / Business Creative Leadership Conference

by Cory Wright

A Real World Youth / Business Collaboration – Executive Summary According to an extensive 2010 report by IBM of 1500 CEO’s worldwide, Creativity is now the most desired leadership quality for organizational success. In a rapidly changing world creative leadership skills are essential. This report presents the findings of a 4 year impact study on […]

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Hold Your Sales Force Accountable And Increase Sales

by Howard Maslich

What’s the worst possible sales situation you can imagine? Sales are down and no one on your sales team seems to be willing or able to take the responsibility. Is this problem really totally within the sales force? Or, is it just as much a problem with the sales managers? Do they enforce sales force […]

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Top Ten Branding Considerations for 2011

by Brad VanAuken

Learn everything about your customers. Understand them at a deep level. Know what motivates them. Know what they aspire to and what they fear. Stand for something important to your customers. Let them know that you share their values.

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