Sales, Marketing, & Entrepreneurship

Communication Strategy

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Business Marketing Association 2011 Conference Unleashes Torrent of Content & Data Strategy

June 2011 Communication

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.

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The Starbucks logo wasn’t broke, but they fixed it anyway

By: Special Guest Author James Gregory, CEO, CoreBrand
February 2011 Communication

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.

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