An elevator pitch example … think positioning statement
Express “who you are” quickly. Just what is an elevator pitch, anyway? An online search reveals, “a succinct and persuasive sales pitch” derived from “the idea of having to impress a senior executive during a brief ride in an elevator.” Cool. Use words that grab attention and create interest.... read more
Online branding … the pieces and parts
Online branding is today’s marketing In today’s digital, online-focused world, how your brand appears online is a vital part of your overall marketing strategy. For many organizations, online has the most power of any of your marketing tactics. Website, social and ongoing updates Build a website that supports and... read more
Integrated marketing communications … is it branding?
Before “branding” was a buzz word, there was integrated marketing communications When I began in the design and marketing business, in the early years of Creative Company (1978 to 1988 or so), the term branding was used to describe hot metal applied to a cow. We pursued a process called... read more
Principles of marketing #1: it’s always about people
You’ve seen the plethora of articles and posts about upheaval in the world of marketing … and we can all agree there have been plenty of changes. Yet there’s one basic principle of marketing at the core of every brand, every campaign, every marketing strategy … Marketing is about people, not... read more
Social marketing in 2017: Time to pay up
In most of my “looking ahead” posts I like to highlight the opportunities for small and medium-sized businesses in social marketing and not get stuck on the usual hang ups … But I fear 2017 will be different. Social marketing is going the way of traditional marketing: Opportunity will depend on... read more
Your marketing concept, where to start
What marketing concept will you use to accelerate your results? Your marketing concept is the central idea that connects all of your outreach, all of your messages and media. It’s designed to entice your best potential customers to buy. Some companies may focus on being the lowest price in... read more
Choose your marketing positioning statement well
A clear marketing positioning statement guides your brand Positioning is the concept, the idea that separates you from your competitors. The marketing positioning statement articulates what you want your audiences to understand and why they should choose you. Positioning also reflects why you’re in business, your purpose and values. A clear marketing positioning statement... read more
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