From the category archives:

brandtelling

What’s the opposite of the “best” brand?

March 9, 2010

Image by Getty Images via Daylife

While preparing to be a panelist for a discussion on marketing, I’ve been pondering two questions the organizer asked us to consider:
What are examples of the best brands?
What are examples of the worst brands?
While these may appear to be opposites, I don’t think they are.
See, best and worst appear to [...]

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What can we learn from the Black Eyed Peas about Brandtelling and inspiration?

January 31, 2010

will.i.am via last.fm

The Black Eyed Peas are sure to win a Grammy Award tonight — likely more than one. And no wonder. The Black Eyed Peas are Brandtellers!
They know their audience, they know themselves and they know their brand story. They also know a thing or two about inspiration. According to bandleader, Will.i.am:

When inspiration calls, [...]

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Can you write a killer case study?

December 3, 2009

Get this as a downloadable PDF!
A case study is an opportunity to tell your story – in your customer’s voice. It’s not a sales letter or a data sheet – it’s much more. Avoid “salesy” language and your internal terminology. Industry jargon is fine, but spell out first references.
Remember to be as specific as possible. [...]

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How can you align marketing with the customer buying process?

October 28, 2009

Today’s post is contributed by Jeff “the demand generation guru” Ogden, president of Find New Customers. Jeff is a friend and collaborator (we worked together to co-author “Prospect-Driven Marketing“) who truly understands where the rubber hits the road for sales. – Arthur Germain
I’m please to share this information on lead nurturing with the readers of [...]

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Are you asking these 11 plus questions about your brand?

October 21, 2009

Who or what is your brand? Could you describe it to a six year old?
What makes your brand great? What do you tell people first?
Who are your target buyers? Who are your targets for marketing? Are they the same people? Are you sure?
What “mental real estate” are you able to own/rent/lease in the mind of [...]

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