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Posts tagged “Marketing Communications”

16 for ’16:  A Checklist to Tell Your Business Story Better - Part Two

In the first installment of this blog post, we covered eight tips for telling your business story better.  Here are eight more to round out the “16 for ’16” we promised.  While they may seem to cover a wide number of concepts, when combined with the first eight the checklist roughly follows Dix & Eaton’s methodology of “discover, develop, deliver” for content marketing strategy, in which we recommend assessing the situation first, then setting the strategy and finally choosing the tactics…a good approach in almost any situation.

So give these a try: 

9. Write the “children’s book” version of your company story as an internal exercise.  The “once upon a time” is your creation story.  The “big bad wolf” is the main problem your customers face.  You’re Superman.  How…

Continue Reading 16 for ’16:  A Checklist to Tell Your Business Story Better - Part Two

16 for ’16:  A Checklist to Tell Your Business Story Better - Part One

Every day we’re inundated with new marketing ideas promising to change our world.  We can’t possibly try them all, so we try a few.  But when we look back at our marketing messages – our business story – we realize we’ve been saying the same thing for years.  Time out.  Why not resolve this year to say something different?  Something better.  Back to basics.

We want to suggest 16 steps – not all easy, but all important – for recharging your company’s business story.  You don’t need to do them all, but checking off even a few of them will make a big difference.  Best of all, none of these actions involve revolutionary software in the cloud.  In fact, you’ll find these suggestions quite down-to-earth.

Here are the first eight tips:

  1. Rediscover your business story.
Continue Reading 16 for ’16:  A Checklist to Tell Your Business Story Better - Part One

3 counterintuitive lessons from 3 marketing legends

I recently had an opportunity to see three of the planet’s most amazing marketers – in the same place and in succession.  The morning session of the Fuel Cleveland 2015 event started off with Guy Kawasaki, insightful former chief evangelist for Apple, led into Jeff Hayzlett, high-energy author and host of C-Suite TV, and finished with Seth Godin, inspiring author and the world’s most-read blogger.  While their talks were very different, a few interesting themes emerged.  Each of them encouraged vision, boldness and purpose.  But they also agreed on three key points, all of which seem to go against traditional convention and what we may have been taught.  Here’s what they had to say:

1) Whatever you sell has to be both unique and valuable

If you ask Harvard’s…

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How to market your B2B brand like a pair of pleather pants

My favorite rebranding in recent history is the shift from “pleather” to “vegan leather.” I remember being horrified in high school at the thought of seeing a pleather jacket, let alone wearing one. Today, I proudly own several “vegan leather” pieces – from fashion to office accessories – and don’t blink an eye.

So what has moved pleather from taboo to – dare I say – cool? And what does it mean for your B2B brand? The rebranding of pleather to vegan leather has two things in common with any successful B2B rebrand: using brand ambassadors to help sell your story, and telling that story with a socially responsible mindset.

Use brand ambassadors

More than a decade ago, celebrities and fashion designers used their influence to build acceptance – and favor – for vegan…

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You Can Stand Under My (Brand) Umbrella: 5 Ways Your Parent Company Website Can Work Harder

Before joining Dix & Eaton recently, I worked for a corporation with an array of brands under its umbrella. Through an acquisition, the organization had grown from about eight brands to around 15, and the question came up – should we push the “master brand,” or parent company, now that the company is a powerhouse of brands?

I think the answer should be “yes” for B2C and B2B companies alike.

With industries consolidating and companies acquiring competing businesses and brands, it can be challenging to keep all of the product brands top-of-mind. Promoting the master brand, or parent company, can help build brand awareness and loyalty to key stakeholders, including:

  • Analysts and Media: Recognizing all of the brands that fall within the public company can assist…
Continue Reading You Can Stand Under My (Brand) Umbrella: 5 Ways Your Parent Company Website Can Work Harder