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CONTENT TYPE: Article | TOPIC: Marketing Strategy

At what point does a buyer persona mutate from a useful marketing tool into a meaningless collection of bullet points, stock headshots, and random guesses? Here's what we really need to know about our prospects to motivate them to respond.

CONTENT TYPE: Article | TOPIC: Marketing Content

The digital, multi-device era has disrupted traditional brand storytelling—fragmenting story plots and making genuine engagement rare. But here's how brands can still tell captivating stories that bridge channels and devices.

CONTENT TYPE: Article | TOPIC: Customer Experience

Lasting brand admiration is achieved when your business becomes part of who people are (think "Mac people") and what they stand for. That kind of relationship isn't accidental or the result of good fortune.

CONTENT TYPE: Article | TOPIC: Marketing Content

If you are part of a nonprofit struggling to gain donor support, get your team in the same room and ask yourselves two questions.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

A unilateral or bilateral business model, whereby vendors sell to customers or via business partners, is old-school. Today, forming an ecosystem is the way to increase shareholder value, foster customer relationships, and enhance brand equity.

CONTENT TYPE: Article | TOPIC: Branding

Beyoncé is a shining example of how a public figure and a brand can intertwine. But it's not just individuals who can learn a great deal from the renowned and meticulously built Beyoncé brand; companies can, too.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

It's exciting to be part of a growing business. But growth can also be stressful, especially for Marketing. In fact, sometimes growth can cripple your business if you do not have the resources to adequately support it.

CONTENT TYPE: Article | TOPIC: Branding

Enablement. Enticement. Enrichment. Those three E's are the very foundation of brand admiration. And they are important for any brand in any industry. So how should they be fostered?

CONTENT TYPE: Article | TOPIC: Demand Generation

As technology becomes a driving force in marketing and sales, B2B companies need to better understand the art and science behind launching and executing a successful lead generation program.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

It doesn't matter how much time you spend on crafting your marketing campaign: You have no guarantee it will pay off. Sometimes marketing just doesn't work the way you want it to. Here's what to do when that happens.

CONTENT TYPE: Article | TOPIC: Branding

Becoming known as an eco-friendly brand isn't easy. Especially when so many brands present themselves as environmentally minded, and make so much noise on social and traditional media, even if their actually practices don't follow suit.

CONTENT TYPE: Article | TOPIC: Websites

A consistently successful e-commerce site depends on myriad factors, and it is near on impossible to control all of them to guarantee success, but one thing you can do is to plug the holes that drain your sales.

CONTENT TYPE: Article | TOPIC: Branding

How would customers react to your company's mistakes and missteps if it had long ago made sure to invest in becoming an admired brand? Certainly not the way they would to the mistakes of a brand they didn't admire.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

If you develop a new offering, will customers buy it? That's the perennial challenge for today's companies, and it's increasing as pressures to innovate "first and fast" intensify.

CONTENT TYPE: Article | TOPIC: Customer Experience

People like to be catered to, but not pandered to. Doubly so when they're at the receiving end of a marketing campaign. And especially so if they're Millennials. So here's advice from a Millennial on how to actually reach young customers.

CONTENT TYPE: Article | TOPIC: Branding

Just how valuable is brand admiration, and what impact does it have on your brand's bottom line?

CONTENT TYPE: Article | TOPIC: Marketing Strategy

The story of the Trojan Horse seems a simple tale, but it was a stroke of strategic genius that took concerted effort to pull off. And there are important business and marketing lessons to be learned from it.