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The essence of branding is not an ad, logo, corporate identity, Web site, or brochure. Instead, the essence of branding is leaving the desired emotional imprint in the heart and mind of the consumer.

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So you’ve decided to conduct an online survey. Here are a few guidelines.

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Sales proposals can be your best branding and sales tool. But too often they are a boilerplate mishmash stitched together seconds before the FedEx pickup. And that's a shame.

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The final step in getting the "edge" is about how you communicate with each prospect and customer.

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Here are eight lessons women can learn from Seabiscuit, the horse that achieved greatness while captivating our imaginations.

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One of the many options available to promote a Web site on search engines is “paid inclusion.”

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Most marketing strategy is misguided. It’s not so much because the strategy’s not good, but because the strategists don’t drive their marketing strategy to Echo Point.

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A miraculous combination of events must occur for someone to visit a Web site. When it happens to yours, you have almost a sacred obligation to not waste her time by being irrelevant.

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ere's your peers’ best advice in the use of the controversial marketing tactic of telemarketing.

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his issue’s marketing dilemma does double duty by addressing two aspects of SWOT: How political hotbeds can be both an internal Weakness and an external Opportunity.

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As the spam flood has drowned more and more of us, Dana has seen many people ignoring legitimate messages, bouncing them or throwing them angrily into spam folders. What are companies doing wrong?

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ere are six lessons from Major League Baseball that you can take into account to profitably target your own customers.

CONTENT TYPE: Article | TOPIC: Writing

n the second article in this three-part series, Linda asks: Do your marketing programs pass out over time?

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Typical marketing communications are full of buzzwords that use “powerful” language in an effort to communicate a message. They succeed only in blurring their message so that it becomes meaningless.

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“You never get a second chance to make a first impression.” This maxim is true for many things in life, none more so than a Web site.

CONTENT TYPE: Article | TOPIC: Writing

What’s the single most important thing that could improve the Web? It’s not broadband. It’s better writing.

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Here, Gerry offers up key Web content management “measurables.”

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oyalties can represent only a fraction of the value that is created by a thoughtful, carefully executed licensing program.

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There are lots of well-crafted, wide-ranging, all-inclusive marketing definitions. But none captures the true essence of marketing better than these hand-picked six words.

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Consumers buy when they trust in something they perceive enhances their lives and comes from a credible source. Getting their attention long enough to demonstrate this value is key.