April 19, 2018

Why Marketing and Sales Need to Collaborate on Content Strategy

Marketing and sales tend not to have a reputation for collaboration—in terms of partnerships, the two are more likely to inspire comparison to King Kong and Godzilla.This is a big […]
April 18, 2018

Brand Marketing’s Double Bind: To Stand Out, Brands Must also Fit In

At its core, brand strategy is all about highlighting the differences that define the unique value of an organization, its products, and its services.  Yet branding is not only about […]
April 12, 2018

Marketing Analytics Optimize Decision Making, Improves Marketing ROI

As the saying goes, you wouldn’t drive a car without a dashboard, so don’t market your business without a good dashboard. With a good view into the data and analytics […]
April 11, 2018

Does Your Brand Pass the Swag Test?

The Swag Test: To evaluate the impact of your brand, consider the swag test.  Offer potential or existing clients a hat or some other bit of wearable swag that bears your […]
April 11, 2018

Why Brand Value Can Matter Most When it Doesn’t Seem to Matter at All.

Shakespeare’s Juliet famously argues that names don’t matter:  “What’s in a name?  A rose by any other name would smell as sweet.” In other words, calling a rose by any other name–whether a “dandelion” […]
April 7, 2018

What Band is Your Brand? Pop Icons Provide a Language for Brands.

Brand Archetypes are nothing new.  That’s the problem.  They need a refresh.  Marketers have long used mythical archetypes to fashion brand stories.   Mythic archetypes appeal to the values of audiences by explaining how […]
April 6, 2018

Is Your Sales Team Getting the Content it Needs?

“Don’t Make Your Sales Team Run Marathons on Milk Duds.” Let me explain.  See, I had this kind of absurdly anxious nightmare.  Our firm was in some kind of Olympic […]
April 6, 2018

Why Marketers Confront Widespread Misunderstanding of their Role and Value

Study Reveals that Marketers are Increasingly Frustrated over Widespread Misunderstanding of their Role and Value in Organizations.