February 9, 2017

Marketing Communication: “Simple” is Almost Always Better

Just as less is often more, a simple, but undeniable message directed to the right audience is almost always more effective than applying a big push to convert the non-inclined.  We often see many brands taking the approach of piling on a mountain of supporting evidence in their marketing, but it’s almost always in the form …more

January 4, 2017

Marketing Communication: Branding and Cybersecurity Go Hand in Hand

  Generally, when we think of marketing communication, the usual topics pop up — marketing collateral, PR material, social media content, white papers, etc. . But cybersecurity, and its relationship to marketing, is becoming an ever more important factor in the mix.    Just last year, Bloomberg Media conducted a poll of 26 marketers all …more

November 17, 2016

Marketing Communication and the Importance of Repetition

If there’s one thing this and every other election cycle has underscored, regardless of political preference, is that repetition WORKS. If you repeat a phrase often enough, many –if not most– come to accept it as fact. Its use in marketing communication is certainly no exception.    Some of the most memorable commercials of all …more

October 31, 2016

Branding – Put Yourself in Your Customer or Client’s Shoes

Putting yourself in the shoes of the customer/client/consumer is, of course, very important. Let’s call it “Branding Empathy”.   It’s far easier to talk about than do well. Some powerful brands have either made wholesale missteps or have had to course correct their branding message along the way.    On the corporate front, remember the early …more

October 12, 2016

White Papers: Difficult to Get Right, But Worth It

According to Wikipedia, “a white paper is an authoritative report or guide that informs readers concisely about a complex issue and presents the issuing body’s philosophy on the matter. It is meant to help readers understand an issue, solve a problem, or make a decision”.  So, for a business owner or a marketing professional,  it’s pretty easy …more