This was originally published on February 12th, 2014 on the Canadian Marketing Association blog. That’s why it seems so familiar. Somewhere on my desk is a mug with the cringe-worthy statement: Think Global. Act Local. This artifact is the sole survivor of a marketing centralization initiative from many years ago. It involved thick binders, rules, […]
Twitter Truth #2: Sometimes You Need to Shut Up
Last week we looked at some recent Twitter escapades that had in common the mistaken belief by marketers that Twitter has something to do with them. This backfires rather a lot. Another thing that often ends badly is saying anything at all. Sometimes the best Twitter strategy of all is to zip it. Time for […]
Twitter Truth #1: It’s Not About You
Why do people want to be near Rob Ford, Charlie Sheen and most anyone who owns a professional sports team? I can assure you, it’s not for the conversation; it’s because there is at least a small chance they will further unravel and something interesting will come flying out of their mouths. The same is […]
Is It a Beautiful Day in Your Brand's Neighbourhood?
Walk out the door of any major urban hospital and you will soon find yourself among buildings full of physiotherapists, medical device suppliers, specialists’ offices, pharmacies, diagnostic imaging and, helpfully, malpractice lawyers. Welcome to the hospital suburbs. Other businesses and industries have suburbs too. Spreading out from the centre of enterprise software and hardware suppliers […]
Are You Beating Your CSAT To Death?
A while back we looked at how marketing shoves the Customer Abuse Department under the bus by setting unrealistic expectations nobody can possibly live up to. Today I want to talk about another reason our customers may be finding our statements about their value a little dubious, and it’s time to blame Daddy. You remember […]
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