Communication Strategy
Next Page »For some reason, consumers often find the underdog more attractive than the category leader, according to research done by Harvard Business School Professor Anat Keinan. In this article, we examine some of the drivers that makes underdog marketing successful.
Read more...In the first week of June, the Business Marketing Association (BMA) held its annual B2B marketing conference in Chicago. The show over-delivered on its “Unleash” theme with a tidal wave of information about the changing nature of strategic marketing, business models, content and data strategy. Incoming BMA chairperson Al Maag, Chief Communications Officer of Avnet, had this to say about outgoing chairperson Gary Slack, “The annual conference is the jewel in our thought leadership BMA crown thanks to Gary Slack.
Read more...Chief executive Howard Schultz had the right idea about evolving the Starbucks logo, but his solution shows some of the hubris that got the company into trouble a few years ago. The best brands are built upon a clear business strategy translated into a clear brand strategy. A brand strategy is consistently communicated to both internal and external audiences until it becomes the DNA of both employees and customers. Starbucks accomplished this mission, and then killed it.
Read more...The turbulent decade that is about to end can best be seen in the values and ranking of brands through the 10 year period. While most brands continue to hold their rankings in the annual Business Week/Interbrand annual ratings, there have been some notable exceptions and these newcomers and departers tell the story of the decade.
Read more...How LinkedIn has gained entry to the hallowed halls of corporate America isn’t so much the question but, rather, why has it taken so long?
Read more...Toyota clearly belongs in the team picture of the worst of failures - and will probably pay dearly in the end. However, making the mistake is not the biggest problem , it is how the crisis is managed that transcends the crisis and transforms a mere crisis into a marketing disaster.
Read more...The beginning of a new decade is the best possible benchmark. It is the perfect time to evaluate current business practices, set goals, and discard methodologies that aren’t working. The slate is clean. As we move into the 2010’s, there’s no better opportunity to take stock on how the use of Internet – specifically, the [...]
Read more...Fresh from its fabulous success with the iPod and iPhone, Steve Jobs has unveiled the latest in Apple’s “iPortfolio,” the iPad. Amid all the hoopla of a major media unveiling, there are some obvious elements of a classic marketing mistake.
Read more...The economic downturn may prove a major opportunity to mid-size companies looking to change advertising agencies.
Read more...Who owns your personal brand? What is driving the meaning of your brand to clients, partners, and employers? How is your online content being disseminated across the digital divide? For those who have yet to incorporate LinkedIn into their hierarchy of marketing objectives, these may be challenging questions.
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