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  • Personification is the art of giving something (your brand, say) human characteristics to draw out emotion in people (your audience, for example). Check out this article to learn how in a few easy steps.

  • Knowing the relative positions your company and its competitors occupy on the market landscape helps you shape content for all your marketing materials. But how do you determine the positioning of your competitors? This article outlines a straightforward process.

  • Eric Yaverbaum has had countless successes in his career, but he manages to keep a handle on what truly counts in both career and life. And he has a lot of wisdom to impart that every marketer should be keen to keep in mind.

  • Which highly visible companies have the best and worst reputations among Americans? To find out, Axios and The Harris Poll conducted a survey in March 2023 among a nationally representative sample of 16,310 Americans.

  • Why are communities the future of marketing? Mark Schaefer, author of Belonging to the Brand: Why Community Is the Last Great Marketing Strategy, has a lot of ways to answer that question, and he goes into many of them.

  • This infographic looks at the role reviews/ratings and customer service play in conveying brand authenticity, and how that authenticity translates into sales and loyalty.

  • This episode of the Marketing Smarts Live Show, produced by MarketingProfs and its Marketing Smarts Podcast, is the inaugural episode of the YouTube-based series, which began airing in June 2022.

  • Consulting and commercial services firm Deloitte has the strongest B2B brand in the world, according to recent research from Brand Finance.

  • Customer profiles, user browsing data, and benchmark studies are designed to help companies know exactly who their customers are and what brand sentiments they have. But what if we don't need that much information?

  • Now that media outlets have fully transitioned to online spaces, PR and SEO have become intrinsically linked. Journalists do searches, too, and the higher a press release ranks in search results, the more likely it will be covered.

  • What brand do people complain about most in different countries around the world? To find out, Merchant Machine evaluated tweets containing brand names for positive or negative tones using an AI sentiment analysis tool.

  • A strong social presence is integral to your brand's growth. But knowing how to strategically leverage social to become a true authority in your market? That's another ball of digital wax altogether. Join expert Jon-Stephen Stansel to learn his proven tactics for social media success.

  • Determined to wax ecstatic on your company's shiny new offering—at the cost of customer voices? You might be suffering from marketing myopia.

  • Stories are more than entertainment. A good story can grip your imagination... relay information... and inspire action! In this Master Class, you'll create your own powerful brand stories to engage and inspire your B2B buyers. Discover the power of storytelling in marketing to connect with your target audience.

  • What Is Brand Storytelling

    Master Class Lesson

    Understanding what storytelling really is—a journey for the audience—and how to use your stories to connect with your community and buyers.

  • To influence buyers with stories, you have to connect with their hearts and their heads—and know when to do each.

  • Micro and Macro Stories

    Master Class Lesson

    Discover these different story types and how to use them in your marketing.

  • The Storyteller Journey

    Master Class Lesson

    Discover the overview of a successful story. Does your B2B story match?

  • You (Yes, You!) Are a Storyteller

    Master Class Lesson

    Ever talk your way out of a speeding ticket? Everyone is a storyteller—and it's a skill that you can improve.

  • Your Brand's Purpose and Promise

    Master Class Lesson

    They matter to your customers. Here's how to identify your purpose and promise and how to make them unique to you.