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by Mike Wagner
Business people are practical. They are reasonable people making reasonable decisions - and that's their problem. Begin with and you kill the brand. A pragmatic point of view can be your worst
Following are five pragmatic questions often asked of any new idea. If you are building a new brand ...
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by Suzanne Lowe
In the last six months, I've heard from some professional service firms who have asked for my help on choosing new markets in which to pursue
When I first hear a request like this, my mind could be the professional services firm that "gets it" about shrewdly analyzing marketplace
But ...
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by Ann Handley
In the past day, I've gotten 10 emails from various writers asking me and their other friends to
...for them in the current MarketingSherpa Reader's Choice Blog & Podcasting
To those nominees who have contacted You know I love you guys. The thing is–I'd vote for you all anyway; you ...
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by Leigh Duncan-Durst
Great article yesterday in Advertising on the average lifespan of a Chief Marketing
. The article cites a study by Spencer Stuart, which says that the lifespan of the average CMO shrunk slightly from 23.6 to 23.2 months this
The story cites some interesting reasons for the "alarmingly short" CMO ...
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by Lee MarcStein
The other day, my wife and I went shopping for bikes. We knew we wanted "Comfort Bikes" had a price range in mind, but didn't know much else.
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by Ted Mininni
We can't forget that making human connections is what our work as marketers all boils down to. It's really as simple as that. All of the marketing jargon in the world, every marketing theory and concept really comes down to our ability–or inability--to connect on a meaningful, human level.
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by Jill Griffin
Last week, a major sporting goods chain failed one of its hard-working, 'make-it-happen' front line customer care warriors. And I was a The When I entered the sprawling sporting goods store on Thursday morning, I was on a critical mission for a dear friend, whose 2 year battle with blood ...
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by Eric Ward
"Link Bait." Man I hate that term. Like your site's users are nothing more than fish to be hooked. Dangle a tasty little piece of content, any content, and BAM, got another
If you haven't heard the term yet, you may be shocked to see over 20,000 references to Link ...
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by Elaine Fogel
Using big words in marketing copy is for the lawyers and academics. But if there's no legalese, liability or certification to worry about, why not stick with plain old words that most people can
Because I write for a living, I'm always curious to see how businesses and organizations position ...
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by Laurel Delaney
...Rule. At least in the global marketplace, they tend to fair better than men. Here are five reasons 1. We are more attentive and supportive toward We are socialized to give care and support to the people close to us and we often extend this caretaking impulse to people outside ...
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by William Arruda
I was reading in the Globe and about the International Air Transport Association (IATA) meeting in Paris this past
The attendees were the leaders of many of the world's major airlines. One of the key topics was branding. Here's what Peter Knapp from Landor said to these
"If an airline ...
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by Gerry McGovern
In an age when technology is everywhere, those who understand how technology works are easy to
Those who understand how people work are much harder to
Let's say 20 years ago you had an organization of 1,000 people. Let's say that over those twenty years 500 of those people were ...
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by Joseph Jaffe
Mini-epiphany time. Last week I was sitting on a call with Aldo Castaneda and " Eric discussing Digital amongst other
I brought up the idea of "Abundance" (Hat Tip to Sanford Streim for pointing me to Musings of a VC in ") as a primary differentiator between the "offline" and ...
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by Jonathan Kranz
In honor of the anniversary of Bloomsday, June 16, 1904, the day on which the novel is set, I pose the following
...What does the novel tell us about what it means to be an advertising or marketing
Here's an answer from an unexpected source, an overview of James Joyce's ...
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by Roy Young
Are you up in arms about the increasing number of unsolicited and pre-recorded telephone calls you
I am. It may work -- why would they do it if it did not? -- but it gives marketing a bad
Just this morning, I had two come in to my business phone. ...
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by Sara Holoubek
I just spend the entire month of May documenting all of my internal and external communication just to see how cluttered my life
Ok, so not all of it, but I did look at all my snail mail, one email account and my cell phone. Just logging the information was ...
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by Ted Mininni
Apparently, this whole idea of "talk track", attempts to relate the amount of "talk share" to growth in "market share". Interesting concept.
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by Andrea Learned
For a few brands that are turning up the sensory side of their customer experience, what you see isn't necessarily all you
What you hear may be part of what you get,
Certainly, youth-oriented brands have long-since known the power of including just the right tune in their ad campaigns, ...
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by Lee MarcStein
In a world where everything is commoditized, the key to success becomes DIFFERENTIATION. That's becoming more difficult to achieve...
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by Mike Wagner
When Tim Jackson landed in Australia he had his work cut out for him. Tim is Masi brand manager and he was "down under" to launch the
That's not to say there were no Masi bikes being sold in Australia, but you'd need a to measure a market share that ...
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by Eric Kintz
In times of hyper growth in the tech industry, marketers were well known for creativity, great ads and building leading brands. But today as core markets mature, CEOs are demanding one thing and one thing
...from Chief Marketing Officers help me drive business growth. However, while the mandate seems clear, ...
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by Karl Long
Ok, I've been biting my tongue about the world cup and the advertising dollars that seem to be getting flushed down the drain (Budweiser? Sponsoring the World Cup? In
Vonage? Yeah, that makes a lot of
Then I see this headline "World Cup Ratings Up Over U.S. TV broadcasts of ...
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by John Jantsch
The only way to enjoy the freedom of owning your own business is to enjoy the act of marketing your own
It's funny how many small business owners I run across that claim that they just don't get this marketing thing, or worse, they claim that they hate this whole ...
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by Scott Petinga
Virgin Mobile will launch a program dubbed "SugarMama" that allows customers to get 75 minutes of airtime
For those of you who are not familiar with Virgin Mobile, that basically equates to $7.50 or $0.10 per minute for the
In order to obtain thier FREE minutes, a customer will have ...
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by Mack Collier
When I first started blogging I read all manner of advice and 'rules' for having a successful blog. Some of these rules worked, some of them
But few of these 'lists' were actually written from the point of view of someone who had a blog. That's where this list is ...
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