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Brand Identity Crisis
I’m usually very hesitant to site wikipedia as a source, but in this case they describe it well. Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase a product’s perceived value to the customer and thereby increase brand franchise and brand equity. All too ...
Clocking your marketing program
I was struck by how much one can be thrown off when things are out of sync. We have a large hanging clock in our house that I will regularly check for the time. While getting ready for dinner at a restaurant the other night I checked the clock before I left and had five ...
You don’t get to 500 million friends…
Facebook is about to hit 500 million users and they’ve just made a movie about it. Let’s pause and let that sink in for a minute. A social network that can connect that many different individuals, companies, organizations, movements, is staggering. Businesses are only beginning to learn how to harness these networks’ breadth to their ...
Marketing to those with short attention spans
I have read many articles about the way we get information in this day and age—in a word, immediately—and how this trend has led to shorter attention spans and a general lack of patience. We have replaced “the check is in the mail” with the direct deposit and Pay Pal. We have replaced the handwritten ...
Update Your Website, Get More Traffic
Building a website and then never updating the copy (wording) on the site is a lot like sending out the same magazine each month to subscribers. Magazines add readers by continually putting out new information, writing new articles, and using targeted imagery. Each month new readers may pick up the magazine from the newsstand. Some ...
Marketing Is An Ongoing Process
Many small and medium sized businesses see the act of marketing as an end instead of a process. They look for that one “magic bullet” that will propel sales and make their brand a household name overnight. In reality, marketing is the process by which customers are targeted for sales, and brand awareness is increased ...
My Plum Tree Taught Me An Important Lesson
We have a great back yard, with a patio that gets just the right amount of sun, thick green grass, and four full, beautiful trees, one of which is a mature plum tree. One day late last fall, I was in the yard doing some cleaning up and noticed that some of the branches on ...
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