From the monthly archives:

August 2009

Is your content marketing matched to the buying cycle?

August 31, 2009

Why does the buying cycle seem to be upside down to the marketing cycle in most ads? Why does it seem that our first instinct is to pick some arbitrary feature or benefit and immediately use it as a basis to make a sale?
For example, every Sunday, my local paper runs an ad for a [...]

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What can golf teach you about marketing?

August 24, 2009

I recently played golf with my friend and former agency partner, Eric Goldman (one of the best media pros on the planet and the nicest guy you’ll ever meet). Eric has been taking lessons and he shared tips with me throughout the day. But two things he said at nearly every hole ring just as [...]

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Can you tell your brand story and boost sales?

August 18, 2009

I am cross posting here from the Communication Strategy Group media center where I have recently released a new eBook, “How to tell your brand story and boost sales.” Regular readers of this blog will not be surprised to learn that I discuss my brandtelling approach. I encourage you to grab a copy of the [...]

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What can you learn from Intel’s new ads?

August 16, 2009

Image by Getty Images via Daylife

Before I begin praising Intel’s new ads, let’s talk about the challenge they face:
How do you tell a brand story about something that is nearly impossible to see?
Our agency works with a number of technology companies and we frequently face the task of differentiating among similar technologies, products and services. [...]

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What does your choice of partners say about your brand?

August 13, 2009

Image by cquarles via Flickr

Remember when you were in grade school and your parents or teachers said, “You’re known by the company you keep”? Did it make you look around at your friends and wonder what being friends with them said about you (and vice versa)? What about today in your business?
What do the partners [...]

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