Archive | July, 2013

Developing a Strong Corporate Image

In today’s fast-paced, 24-7, mobile and competitive world, accurately and effectively communicating your company’s values and unique capabilities are vital to success. A powerful corporate image is critical to your company’s communications and marketing positioning strategy. The image projected conveys your brand identity and the competitive difference of your company. It must clearly define who […]

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From the dashboard to the couch

“It is a melancholy truth that the more expert I have become, the less my expertise is valued.” So laments Jim Carroll of BBH in an article which questions what brand planning should be about. http://bbh-labs.com/not-doctors-but-psychoanalysts/ It’s a good article and argues that planners should be strategic psychoanalysts rather than merely strategic doctors, looking for […]

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Creating An Emotional Response

Creating An Emotional Response The key to marketing success is a mixed bag of content and emotional engagement. It is generally agreed however that the larger percent of your time should be spent on engagement. If it is assumed that all content starts out equally, it has to be considered that viral content can take […]

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Are you ready to get extreme?

When I hear the word extreme my mind immediately goes to extreme sports — where people take extraordinary risks and do some crazy things. While I’m a risk taker by nature (I’m not sure you can own a business without being one) the word extreme gives me pause. An extreme sports athlete takes incredible risks […]

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Whatever happened to lighthouse brands?

I think it was Adam Morgan that coined the phrase “Lighthouse Brands” some time back in the last century, as part of the Challenger Brand theory. OK, times have changed and brands have to adapt, but I have always liked the concept of a brand as a lighthouse. And, after all, lighthouses still perform a […]

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