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Brand Building: Strong On the Inside

How much does your organization spend on your brand? Usually, this question yields answers in the following categories: logo design, collateral production messaging, and ads. And for more sophisticated organizations, it also includes elements of Social Media.

While all of these items are important, this list is missing the two fundamental delivery mechanisms of the brand itself: people, and the online user experience.

People: Over the last several decades, the HR function within many organizations has been reduced to the transactional: payroll, posting job ads, and processin [...]


Monetizing IP: Implementing an eLearning program

Do you generate content (or training materials) for staff, prospects, clients, and other third parties?  If so, you probably know that doing it right is not easy-  and often is hit or miss.  In a previous post, we explored the business rationale and the alternatives for monetizing this knowledge via eLearning; in this post, we describe how it can be implemented. Here are the 19 steps to a successful eLearning initiative: 1. Determine your goals. What is the underlying rationale for the initiative? Is it to reduce support costs? Develop a community? Increase retention? Prov [...]

14 great reads on building influence and impact

Do your readers read beyond the first sentence or two?  And do they care enough about your ideas to actually act on them?  Writing is a critical engagement skill, so a small investment in time can make your words make a bigger impact. Here are 14 great reads that can increase your effectiveness - and your influence: Link Bait Headlines:  The right and wrong way to get the reader's attention. Choosing your Marketing Voice: Improving resonance with the reader:  four alternatives. Remember First, Second, Third:  Improving engagement by bringing the reader along for the journ [...]


Randall has been advising on Web and Social Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of seven books, including the recently released "Everything Guide to Starting an Online Business", and speaks across North America on Social Media and Web Strategy. More at and