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CONTENT TYPE: Article | TOPIC: None

Advertisers spend much effort psychoanalyzing consumers, trying to understand why consumers make the decision they do. It is rare that they turn those same analytical tools on themselves—to understand why they make their own decisions, especially when those decisions have led to trouble.

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You want to keep up with your marketing reading. But there's so much out there that you don't where to start. Here are four of our favorites from '04. And these recommended titles are as good a place to start as any.

CONTENT TYPE: Article | TOPIC: Writing

Developing a great logo is a strange mix of art, science, psychology and (in most cases) a good amount of luck. Last week, in part one of this two-part series, we discussed some fundamentals of logo development and design. Here, in this final installment, we delve deeper into the nitty-gritty: How to choose the right logo, the pitfalls of a too-literal logo, and, yes: size does matter.

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With more and more companies wanting to integrate their products into the lives of celebrities, now seems like a good time to take a closer look at celebrity product placement. Here are three common approaches and a description of what steps you can take to encourage results.

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Developing a great logo is a strange mix of art, science, psychology and (in most cases) a good amount of luck. In this, the first of a two-part series, we'll explain what a logo really is (and isn't!), suggest how to start development, and ask a few questions you'll need to answer before you begin.

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Many wonder how a rainmaker reels in so much business while others can only shake their heads in amazement. Some suggest that rainmaking is a genetic predisposition and therefore beyond reach for all but a select few. Nothing could be further from the truth. Rainmaking is part skill and part mindset. Anyone who is willing to invest the necessary time and energy can become a rainmaker.

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While price can (and should) certainly be a factor in the SEO decision-making process, it should not be the primary factor. Unfortunately, many companies that think they are saving money when making SEO decisions find out later that the actual costs of doing SEO wrong can make the "savings" pale by comparison.

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Apple's iPod is a necessity with travelers, teenagers, fitness fanatics, students, business executives and, yes, even grandmas and grandpas. So did the iPod break the rules of staying with one target audience? How can you argue with one billion dollars in sales? Find out how the iPod looked at "target audience" in a different way. And how you can do not just the same, but actually do one better.

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This week, add your two cents to the discussion: What should companies consider when deciding whether to launch a blog? What benefits do blogs offer? Also this week, read your answers to last week's query: What's the best way to reach decision-makers?

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Companies who are excited about developing a corporate Web site and are gung-ho to get started is a beautiful thing. But, oddly enough, many companies falling into this category seem to be missing out on other essential branding fundamentals. There are several keys to developing a winning brand for your company, and an effective corporate Internet branding strategy is only part of equation.

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This week, add your two pesos to the dilemma: What makes for an effective media kit? What works and what doesn't? Also this week, read your answers to last week's query: How do you prevent email newsletters from being perceived by filters as Spam?

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The next time you broadcast a permission-based email to your customers, members or newsletter subscribers, monitor your response for the next 48 hours. That's when the vast majority—80%—of those who would open your message will actually open it, according to the results of our recent study. What's more, 95% of people who read your message do so within six days of your mailing.

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The role of a product manager is challenging, complex and often misunderstood. But properly defining and structuring the roles and responsibilities of the product management team enables the team members to be more efficient and productive, leading to better revenues and higher-quality products that meet customer needs.

CONTENT TYPE: Article | TOPIC: None

Regardless of whether you are in the service business or sell a tangible product, everyone needs to establish credibility, especially with prospective clients. But if you're a consultant, adviser or coach, then it's harder for your clients to evaluate the value of your advice and recommendations.

CONTENT TYPE: Article | TOPIC: None

If you have clients (or bosses) who want you to write about who they are, you probably witness them thrusting a list of attributes in your face. On the list, you'll find the usual suspects: quality, commitment to service, out-of-the-box this and proactive that. But such vague attributes have little credibility. Instead, consider the following three techniques for transforming unclear attributes into compelling copy.

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Web site performance is a critical and underappreciated component of Web marketing and e-commerce. In other words: it doesn't matter how well you design and market your site unless it delivers.

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This week, add your two pesos to the dilemma: How can we quickly reach decision-makers? Also this week, read your answers to: What's the best way to collect and compare data?

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With our focus on bold, blunt, "write-as-people-speak" prose in business, we no longer have any fancy phrases to lurk behind. We're on our own. Why has business writing become so much more direct in the comparatively short period of two generations or so?

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We have wonderful tools today that will tell us the value of the physical things in our factories and offices. Now we need to create wonderful tools and disciplines to measure all our information assets.

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The Fantasy: Your marketing budget is packed to the brim with money to help build your dream marketing team. You hire nothing short of the best. Life is good. The Reality: Your staff is overworked, your budget's tight and you complete about half of the projects on your to-do list. What's a marketing manager to do?