The Upside of Trump for Taiwan
While Donald Trump seems to have a fixation on the trade deficit the consensus among economists is that the trade deficit does not really matter. However, the upshot of all of this has been a massive redirection in trade flows around Asia, to and from the US.
How to Create a Signature Brand Story
Stories are a hot topic in marketing because they have been shown to be superior to facts in getting attention, being remembered, changing opinions, stimulating social activity, developing emotion and, curiously, communicating facts.
The War on Brand
How is your company’s marketing budget divided up? In a lot of marketing departments, when it comes to budget, there’s a war being waged between brand marketers and lead generation marketers. And it seems that brand marketers are very much losing that battle.
More than just visual creativity: the science of brand
When buyers think about making a purchase they usually first think about the brands that sell products or services in that category. For example, Microsoft Azure and Amazon Web Services would likely come to mind for IT buyers looking to purchase cloud computing services. Knowing about a brand is a massive first step towards buying a brand.
Want to increase your branding, marketing and strategy horizons? Listen to these!
Clients often ask us what they should listen to in order to get new ideas for strategy, branding and marketing. Here's a list of podcasts that I've been listening to this past year.
Branding is Overrated! Why not all companies need to be brands
This may sound like blasphemy in an age where every organization, person, and product seems to be chasing after the right branding. If you have ever studied for an EMBA anywhere in the world you will be in agony now. What’s more, you may think this is a weird title for a blog on the website of a branding and marketing expert.
Using Content Marketing to Build Your Brand Identity
Today, we’re going to discuss three ways you can use content marketing to build your brand identity.
How to become a smarter marketer
Most marketers, even those with academic credentials, are too busy implementing corporate marketing strategies and working with the products they need to sell.
Master the Art and Science of Proving Social ROI
While attributing revenue and new customers acquired to social are the most direct measures of how much returns your campaigns have delivered, it is not the only way to measure success.
There Is No Such Thing As Going Viral
Social media marketing has a holy grail, and it is called "going viral". Unfortunately, "virality" is largely a myth. Nothing ever really goes “viral” by itself.