posted by Brad Shorr filed under Marketing
Do You Have a Business Model Strategy - or a Marketing Tap Dance?
Recently I wrote about the necessity of working out branding strategy before starting a marketing program. But there's another step that must come ahead of branding - defining a business model strategy.
Client Kay Plantes is an authority on the topic. I just started reading her book (co-authored
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posted by Brad Shorr filed under Marketing
Monkey See, Monkey Do Will Make a Monkey Out of You
The latest Robert Hruzek group project is What I Learned From Bloopers. Ah - finally a topic I can sink my teeth into. Here's a major "oops" from my early days as a marketing manager, which proved to be a very expensive learning experience.
Yellow Page Ad Bleeds Red Ink
The good
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posted by Brad Shorr filed under Marketing
Why Marketing Strategy Must Grow Out of Branding Strategy
My client Suzanne Tulien of The Brand Ascension Group and I violently agree about something - effective marketing comes after a firm establishes its brand identity. Suzanne talks about "Brand DNA", which is a fabulous metaphor, because truly, the brand has to be in an organization's bones before it can mean anything
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posted by Brad Shorr filed under Branding
When people think of search engine optimization (SEO) - the art and science of making your web pages rank highly on search engines - they usually think of precise, tactical activities aimed at specific sets of keyword phrases. SEO is all that, but it can serve another purpose, one that may be more significant than driving traffic to a web
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posted by Brad Shorr filed under Marketing
Image by Buou via FlickrIs anybody here old enough to remember Hugh Beaumont, the actor who played the father on the 1950s-1960s classic TV show Leave It to Beaver? That Hugh was a cultural icon, the perfect father.
Nowadays, a new Hugh, Hugh Laurie, has become something of a cultural icon in his role as Dr. Gregory House on the
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posted by Brad Shorr filed under Branding
Trigger Words - When Branding and SEO Collide
Many consultants I work with dislike referring to themselves as consultants. They think the word consultant has a bad connotation and furthermore, does not accurately describe their services or methodology.
In terms of consultant being a trigger word, they are absolutely correct, at least in my experience. When I was in the corporate world
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posted by Brad Shorr filed under Marketing
Collective Wisdom of the Word Sell Community
If your business is launching a website or blog, how do you determine what to write about and how to write it? Taking it a level up, what are you trying to accomplish?
Questions like these are not as simple as they sound. We had a recent discussion here on marketing discovery, and readers
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posted by Brad Shorr filed under Marketing
“I’ll admit it. I’ve had my consulting practice for close to 20 years and I just created a website, and only because my book was published. I am what you’d call a late adopter in any technology cycle, other than the Apple I phone which I bought after it was on the market for a year and the bugs were
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