Do you work hard to make your company stand out from the competition? Over the years you’ve probably been given several tools on the subject of marketing, but let’s take a different look—some “DO NOT’s” of marketing that maybe you’ve overlooked. There are many ways to...
One hundred billion dollars is serious money. If you received $1,000 a day, seven days a week, how long would it take you to collect 1 billion dollars? The answer is 2,737 years. And that’s 1 billion. Add a couple of zeros for 100 billion. It’s a big number. So how is...
Best Buy succeeded where other stores failed. But when they opened in new markets they didn’t repeat their successful action, and it cost them. Any business owner would benefit knowing how they lost their way. In today’s internet age, brick-and-mortar stores are...
A little ice-cream company went from ten employees to nearly $50 million in revenue and changed an industry in the process. Fundamental to their growth: understanding their core “public.” The history of public relations (PR) and marketing is strewn with monumental...
You have heard the story of how one friend tells another friend who tells five more friends and pretty soon you have an economic revolution. Product reputations are built this way. It does not really matter how much money you spend on promotion; what does matter is...
The poster for the film The Martian, based on Andy Weir’s novel, directed by Ridley Scott and starring Matt Damon, reads “BRING HIM HOME.” The phrase drives the plot and prompts rival nations to cooperate. Like the moon landing of 1969, untold millions of people...
Who has millions or billions to spend on world-class communication? Turns out you won’t need that for your buck to make a massive bang. Apple, Coca-Cola, Nike: all committed astronomical sums for advertising in 2015. Apple raised its ad budget to $1.8 billion;...
Communication is a two-way trajectory. It means asking questions, listening, and acting where necessary on what you hear. And it isn’t just externally facing—i.e., you and your customers; it’s internal, management to manufacturing, marketing to sales, and so forth,...
In 1997, when Diana, Princess of Wales suddenly died as the result of an automobile accident in Paris, millions of people across the world were overwrought with grief. It was a huge sorrow for people from all walks of life. And yet for the previous eleven years, her...