Beyond Marketing

First, the basics.... let's play the "define branding" game.  Let's start with the source....the ones who successfully "captured" the domain name.  according to Brand.com, "Brand is the proprietary visual, emotional, rational, and cultural image that you associate with a company or a product." HUH?  A bit esoteric for my tastes.... See, it wasn't all that long ago that the term … [Read more...] about Branding as advertising defined

I talk a lot about targeting your marketing efforts to focus upon a specific niche market.  This practice, however, can be a dual edged sword.  By targeting a tightly defined niche market, you can experience the benefits of your customers referring others like them to you and your business.  However, treating those customers with disresepct can have disasterous … [Read more...] about Building your business by treating customers well…

If you're a small business acting as aservice provider, you have to make a choice.  Will you court other small businesses as your clients or will you try to land a “big fish” corporate client.  Experienced business owners know that landing the “big projects” takes time… time and money.  Landing a big contract can take months, even … [Read more...] about Putting all your eggs into one basket

You'll notice Superbowl XLII didn't generate much "buzz" about the advertising this year.  The spots were dull and boring.... almost as if everyone was just  "phoning it in".  After all... the outcome was inevitable if you listened to the "experts".  No one was expected to watch the massacre!  Why even bother playing the game.... just crown the well deserving (cheating) … [Read more...] about Advertisers phoning it in on Superbowl XLII

How long has it been since you've reviewed your marketing materials?  Has it been weeks... or months... or perhaps years?  Small business web sites are notorious for acting more like mausoleums than powerful marketing tools.  Indeed, most small business web sites are nothing more than elaborate tombs for marketing copy that was dead the day it was laid to rest, … [Read more...] about Mausoleum web sites and “set it and forget it” marketing