Top 10 lists: Traffic source or waste of space?
Top 10 lists are the fast food of the article world. They’re quick to write, people can skim them and feel they learned something, Read More
Tag: Know Thyself
What is a random market – and are you serving one?
Do you know your ideal market, or markets? Were your marketing materials deliberately designed to appeal to this group? Read More
Credibility up in smoke? Building a brand in a controversial industry
Imagine your company not being graded for its merits, but on public perceptions based on lack of information or the actions of others. Read More
What if Virgin hired a Dragon? The importance of corporate alignment
The term “corporate alignment” is often slipped into conversations, speeches or proposals in an effort to establish credibility. Read More
In marketing, the client isn’t always right. Nor is the agency
Trying to please demanding or inexperienced clients often leads to ad agencies producing below-par campaigns that don’t help anyone. Read More
Advertising: short-term brilliance or long-term strategy?
Imagine that you are an established company who creates a product that is valued by consumers. Read More
It’s all been done before – or has it?
I have never been a fan of that statement because it implies that we’re doomed to a lifetime of repetition. I see the world offering an endless, ever-changing array of opportunities. Read More