Category Archives: Brand Strategy

Is Your Marketing Department About To Take Flight?

Now that we’re about to turn the corner into July, many of your employees could be taking time off from work for various reasons—like for vacations, conferences, weddings, you name it. July and August are prime months for being out of the office and sometimes, paid time off requests can pop up out of nowhere and when you least expect them. It’s important, therefore, that you look ahead and figure out whether you have the manpower to see your editorial department through this time of limited resources.

Gone FishinAfter all, while your employees can always take time off from work, your blog and social content need to keep rolling. Otherwise, if you pause your calendar and focus on other tasks while your main writers are out of town, you could risk losing readers who may forget to come back. Continue reading →

Taylor Swift, Master of Her Brand

This past Sunday morning, pop music behemoth Taylor Swift wrote an open letter to Apple, explaining why she was not making her most recent smash hit album, “1989,” available on the company’s streaming service, Apple Music.

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Is It Time for a Company Rebrand?

shutterstock_244951162I’ve been asked by a lot of our clients recently, “Will a rebrand hurt our corporate image?” It’s an interesting question. After all, it seems like for years, we as marketers had to convince the powers that be within our organizations to worry about things like website layouts, logos and company slogans. We finally won and, as a result, many of us vowed we would never go down that rocky path again. But now suddenly we are realizing that oftentimes as our brands pivot in terms of strategic direction and positioning, our branding efforts have to shift as well. And sometimes a corporate rebrand is necessary.

So my answer to you is, “No, a rebrand will not hurt your corporate image… so long as you do it right.”

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Gen X Marketing: Don’t You Forget About Us

Generation XLately, it appears that most marketing content is geared towards millenials or even baby boomers. Although I’m sure they’re all perfectly nice people, it seems like Generation X—born between 1961 and 1981—has been relegated to second-class citizen status when it comes to product promotion.

I don’t only say that because I am approaching middle age (whatever that means) and feeling left out, but because I believe that much of what defines our popular culture today—such as rap music and ground-breaking TV series like “Breaking Bad,” “The Sopranos” and “Sex in the City”—is a product of my generation. Therefore, our absence from marketing content seems like an anomaly.

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Marketing Lessons Learned From the New York Yankee Mustaches

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Editors note: This blog post originally appeared on the Mad Marketer website and was re-posted here with the permission of the author and Mad Marketer team.

Recently, the New York Yankees, formerly noted for their traditional team uniforms and specific grooming code, which since the early ’70s has included a no facial hair policy, have started loosening up their upper lips. That is, they’ve joined the #stachesquad, an Instagram hashtag that has gone viral after prominent Yankees players started posting pictures of their newly grown whiskers.

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Key Takeaways from Market New York Expo

Content Boost Director Carrie Majewski and I had a blast last Thursday, May 12, at Market New York Expo. We learned so much about how to keep improving our marketing strategy from some of our peers in the industry. If you didn’t get a chance to get out to the show yourself, stay right here; I’ll fill you in on the top marketing takeaways of the day.

With a variety of sessions and advice from innovative speakers, suffice it to say I left the conference with a mind full of ideas and insights. However, the biggest takeaway of the day was the emphasis that was placed on the importance of target marketing.

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Don’t Be Another Face(book) in the Crowd

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The continued expansion of marketing in all its forms has driven most companies to rush into social media promotion without a clear strategy or projected outcome. It certainly pays to be at the party, but if you’re just another guest without anything interesting to add to the conversation, you’re better off staying home.

Like the truth in the X-Files, the data is out there. Web marketing needs to speak directly to its audience, and knowing who that is, is fundamental. More than 1.44 billion people are on Facebook and 936 million visit their page daily. Given that Facebook ads allow you to target people based on location, age, interests and more, your advertising can determine your marketing strategy. In other words, find your fans through advertising, follow-up with effective marketing and let social media work its magic. Continue reading →

Why Don’t I See Any Case Studies On Your Website?

I’ve visited your Web page. I’ve read your products and service descriptions, analyzed your “About” section and scanned your blog.  Unfortunately, there’s something missing. There are no case studies detailing clear-cut examples of how your company has directly helped any of your customers.

shutterstock_137423564As a result of this shortcoming, I’m left scratching my head wondering why this is (as I head to Google and start searching for competitors who can show me clear-cut evidence their products and services can produce the strong results they claim).

The good news is that your business is not alone in its lack of case studies. This is a problem I see all of the time on both B2B and B2C websites. It’s puzzling, too, considering that customer case studies and success stories are the third most influential type of asset in the purchasing process for customers in both large enterprises and small businesses. Case studies communicate that other businesses trust your company, and they also pique interest from similar prospects who could benefit from your company. Continue reading →

With Fans On Twitter, Who Needs Enemies?

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In what is arguably the biggest social media story of the week, Joss Whedon, the screenwriter and director of “Buffy the Vampire Slayer” and “The Avengers” films, stormed off Twitter after fans turned against him for what they perceived to be sexism and misogyny in the latest Avengers film, “Age of Ultron.”

Whedon deleted his account after Tweeters objected to his depiction of Black Widow, played by Scarlett Johansson, in the film. Here’s a look at his seemingly ironic farewell message…

joss whedon farewell

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Why This Year’s Met Gala Got Me Thinking About Content Marketing

I’m not one to stay on top of events like the Met Gala, an annual fundraising gala to benefit the Metropolitan Museum of Art’s Costume Institute in New York City, but I do enjoy perusing the images of celebrities and their luxurious, stylish and sometimes downright ridiculous outfits every year once the event is over (BuzzFeed has a complete lineup of this year’s outfits if you’re interested).

So, I scrolled through Web pages full of perfectly snapped shots of celebrities and their fashion collaborations that reflected this year’s theme of “China Through the Looking Glass.” Continue reading →

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