Remember what it felt like going back to school in September? You're completely energized, looking forward to a year when you do things, well, just that much better. If you are a leader, you may often think of September - or your fiscal year - or the calendar year - [More]
Looking back, was there really a surprise that Donald Trump won the 2016 American election? Or that Justin Trudeau won the Canadian one both in 2015 and 2019? Or for that matter, that Brexit happened? These three results have much in common: Politicians and insiders who are perceived as privileged, and think that they [More]
You invest in events, send out emails, educate, and send invoices. But how well do you really know your target audience? Beyond the basic demographics, perhaps not as well as you might think. Test yourself: how do you think they would answer the following questions? If asked to describe [More]
At what point might it make sense to rebrand? Not a question to be taken lightly, but it has been asked - or considered - by just about every CEO and every marketer at one point or another. In the spirit of putting some objective criteria behind any decision to change, [More]
Do you use email every day for marketing and outreach? Not every email is the same - there are a number of different types, each with a different goal. How many have you used? Great marketers know that using the right stimulus at the right time will yield the desired results. Using marketing emails [More]
If you are a service provider, how do you set your price? And if you are a buyer, how do you know whether the price that you are given is reasonable? Beyond the obvious, price itself is an indicator of a number of factors: value, credibility of the service provider, [More]
Imagine yourself to be Henry Ford, watching the first batch of Model T cars leaving the assembly line. He might have been able to envision the impact of assembly lines on the economy, but not likely the societal impact of the interstate highway system, the international geopolitics of the oil and gas [More]
How much does your organization invest in marketing? Beyond thought leadership and inbound marketing strategies, there is advertising, promotional items, trade shows, CRM, marketing automation, the web and social media. Any way you look at it, the investment is substantial. Yet despite this focus, and despite all of this strategy, why [More]
Marketing has progressed significantly from the days of direct mail addressed to "occupant". Or has it? I recently received a snail-mail letter from a major corporation, addressed to Rondo Greg - not Randall Craig. My wife recently received an email addressed to her work address, asking whether her company - a [More]
Beyond ads, media mentions, and the web, is there another mechanism to build your organization's brand? One that might cost significantly less, yet yield powerful positioning advantages? Brand Transfer is the "borrowing" of another organization's brand to better convey - or even amplify - your own. Consider the following examples: How differently [More]
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