Protecting Your Brand from PR Disasters
Not that long ago, Americans were able to disagree fairly and politely. But in a highly opinionated era and depersonalization through social media, a single word, phrase, or contentious spokesperson has the power to turn the smallest hiccup into open viral warfare. That’s why companies need to be especially careful their messages and actions don’t venture into sensitive territory. I’m [...]
Should You Listen to Your Inner Marketing Child?
You’re on vacation or at a conference when you spot something that seems like remarkably clever marketing. You take a photo or make a mental note, and plan to “borrow” it for your own business when you get back home. Is that a good idea? Probably not. The most effective marketing is just like a company’s products or services. It’s [...]
When Acquiring, Don’t Forget to Merge Your Marketing
Companies pursue acquisitions for any number of reasons, most of which are related to growth objectives. Unfortunately, in the course of folding the new business into their own, companies often forget to integrate their marketing efforts. In some cases, failing to address marketing issues as part of the acquisition can lead to a company unknowingly becoming its own competitor. If [...]
Should You Rebuild or Remodel Your Website?
Business websites are a lot like homes. We devote a considerable amount of thought, time, and effort to building or buying the perfect one. And moments after we settle in, we notice imperfections we’d really like to change. It would be nice to have a mudroom. Is there a way we could move the kitchen sink to the island? Depending [...]
Is It You or Your Company?
It’s not unusual for business owners to have healthy egos. It takes a great deal of confidence to launch and guide a business through the ups and downs. Unfortunately, egos can inflate into so much self-confidence it impedes success. I thought about that after I concluded a conversation with a business owner who responded to my question about why his [...]
Trust Your Gut, but Verify
A famous man quoted the Russian proverb, “Doveryai no Proveryai.” Translated it means trust but verify. Experience has taught me that’s a sound piece of advice for business leaders, too. I say that after dealing with countless business owners who have said “I trust my gut” when making important decisions about marketing or other strategies. What we refer to as [...]