All together now: “Content is goooooood.Visual content is gooooooder.” Great got it. Lots of content is essential for B2B marketing efforts (we kind of all knew that even before it was cool to know that, didn’t we?). And I’m willing to concede that in a post-literate world full of distracted Gen Y’s, we need to […]
Shouting Into Empty Barrels: Coping with the Decline of Associations
One of the great things about B2B marketing is that the world is fairly easily divided up into handy verticals. Pick a few industries your product seems to suit and then find the watering holes where your market congregates. We used to call these watering holes professional associations, and when the dermatologists, sprinkler head testers, […]
Why It Doesn’t Matter that CEOs Aren’t Using Social Media
Ah, a July heat wave and the livin’ is easy, unless you write about technology, in which case it’s that boring old period between the second quarter results and the fun new toys for Christmas. What to do? Say, let’s do some Ritual Shaming and dress it up with a few hysterical headlines. That’ll make […]
Microtrends Revisited: What Do You Want for $4.99?
The sale bin at an airport bookshop is usually the almost-final resting place of stuff that shouldn’t have been on its shelves in the first place or of things that didn’t survive the mauling by sleep-deprived “guests” of the world’s airlines. But in such a bin in Phoenix, among the grubby neck pillows, damp productivity […]
Every Little Thing You Do is Branding
(Originally published July 2012) Right after I realized I wasn’t going to be crushed by a furniture truck, I figured out a thing about brands that many companies forget. And that thing is that every action perpetrated near or by your brand should expect to generate an equal and opposite reaction. So the furniture truck […]
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