An excerpt of my new book is now available on Entrepreneur.com. The excerpt is about building a buzz with a business blog. You can read the excerpt here, but here's a snippet: The most powerful aspect of business blogging is the potential to generate word-of-mouth marketing from the content you publish. If you can engage your audience members and get them talking about … [Read more...]
Use the Brand Perception Snap Shot to Develop Your Brand Strategy
One of the tools that I use to help my clients develop a brand strategy is what I call the Brand Perception Snap Shot. Branding can be a confusing and overwhelming enigma, but the Brand Perception Snap Shotenables you to cut through the clutter and get down to what really matters. You can take the Brand Perception Snap Shot by answering the three questions below: What … [Read more...]
The Most Powerful Brands Own a Word in Consumers’ Minds – Does Yours?
When a brand owns a word in consumers' minds, that brand has been effectively positioned against its competition. Think of it this way: Some of the most recognizable brands in the world "own" a word in consumers' minds. Here are some examples from the automotive industry: Cadillac = luxury BMW = performance Kia = affordability Think of some of your favorite … [Read more...]
The Death of Interruption Marketing
My new article on Entrepreneur.com discusses how the world of marketing has changed from being reliant on interruption to engagement. Following is an excerpt from the article, which you can read in its entirety here. "With the growth of social media, marketers have learned that simply interrupting the online conversation doesn't always lead to sales, nor does it lead to … [Read more...]
The New Social Media Marketing ROI
I just wrote an article for the Yahoo! Advertising Blog that discusses the new ROI for measuring social media marketing performance. Following is an excerpt from my article: "Tracking online brand advertising and social media marketing success comes from tracking return-on-impression, the new form of ROI. Return-on-Impression encompasses two primary soft metric values: … [Read more...]
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