You Can’t Be a National Competitor with a Local Attitude

By |2022-10-17T12:11:23-04:00October 11th, 2022|Categories: Branding|Tags: , , , , |

You’ve landed two big contracts in nearby states and have three hot prospects. It looks like the small company you started three years ago is ready to become a regional or even national player. It’s too bad your brand is going to limit your growth opportunities. I recently spoke with an industrial company that saw itself [...]

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Marketing and Sales Don’t Have to Be Enemies

By |2022-10-31T10:51:47-04:00September 13th, 2022|Categories: Marketing|Tags: , , , |

I’ve long found it amusing (and amazingly frustrating) that the two departments focused on driving most companies’ revenues are rarely in sync with one another. Often, their conflicts rise to the level of sworn enemies. Instead of taking a symbiotic approach, both departments avoid and sidestep each other, impairing their success and that of their employers. [...]

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Here’s Why We Can’t Communicate

By |2022-08-23T16:26:04-04:00August 16th, 2022|Categories: Communication|Tags: , , |

I learned a long time ago that a large part of serving as the marketing partner for companies is acting as a translator and cultural attaché. No, I’m not multilingual or an expert in etiquette, but so much of what we do involves bridging gaps between people. In fact, it’s rare to find a company or [...]

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Sneaking a Look Under Your Competitors’ Hood

By |2022-06-01T15:22:54-04:00May 25th, 2022|Categories: Marketing|Tags: , , , |

Have you ever wished you could take a surreptitious peek into your competitors’ operations or decision-making process? What if I told you, it may be easier than you think? I’m not suggesting you hire industrial spies to break into a competitor’s production facility or try to place a mole into their executive suite. The simple fact [...]

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You Can’t Read the Label from Inside the Jam Jar

By |2022-04-04T16:46:25-04:00April 4th, 2022|Categories: Strategy|Tags: , , , |

I’m always fascinated by company leaders who cannot grasp the value someone with a different perspective can bring to them. It reminds me of that homespun wisdom that it’s impossible to read the label from inside a jam jar. Put another way, unless a CEO or other company leader has managed to become 100 percent [...]

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Everything Your Company Does is Marketing

By |2022-02-28T14:48:03-05:00February 25th, 2022|Categories: Marketing|Tags: , |

I was excited to open it. The website had been compelling, and the box was beautifully designed. The product was exactly as advertised. And then I saw the sheet. It was a simple slip of paper, containing the assembly instructions, apparently cranked out on the company’s photocopier. The text was skewed on the page, so whoever [...]

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Could Marketing Be the Strategy Behind Your Hiring Issues?

By |2022-01-25T09:02:57-05:00January 21st, 2022|Categories: Branding|Tags: , , , |

If there’s one common theme I’ve been hearing from company leaders during these strange economic times, it’s “we need more people.” And if there’s one lesson I’ve learned, it’s that those companies may need a more strategic approach to find them. You can see the evidence of the struggle to hire everywhere you look, from a [...]

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The Customer Isn’t Always Right

By |2022-09-20T09:29:11-04:00December 10th, 2021|Categories: Marketing|Tags: , |

The disagreement grew increasingly intense. His frustration was obvious as he angrily snapped, “I’m the customer! I’m always right!” I didn’t yell back. I simply resigned his business. “The customer is always right” is an outgrowth of the intense competition among early big-city retailers. 19th century titans like John Wanamaker and Marshall Field wisely emphasized customer [...]

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Creating Images More Realistic Than Photos

By |2021-12-10T09:19:21-05:00September 22nd, 2021|Categories: Photography|Tags: , , |

We’ve all heard a photo is worth a thousand words, but if you’re in the business of making or selling products, you might be surprised to learn there’s a better alternative that’s worth infinitely more than those thousand words.Marketing and advertising efforts took a giant step forward when high-quality photography became available. Photos offered not only [...]

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Are You Forgetting Your Most Important Audience?

By |2021-08-23T17:03:39-04:00August 18th, 2021|Categories: Marketing|Tags: , |

The marketing director worked hard on the new campaign and convinced the CFO to budget extra dollars for the launch. It was an exciting promotion with an impossible-to-ignore offer that was certain to boost sales to new highs. Only one problem: nobody told the sales team about it. So an hour after the email blast went [...]

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