A carefully developed brand is similar to a carefully sculpted physique. It must be honed and sculpted to meet desired goals. Like a body builder, a brand needs to be proportionally shaped from top to bottom. In the world of Marketing this boils down to whether or not your brand identity is built with enough […]
October 16, 2007 by
The Power of Proofing in Personal and Professional Communications
When I was in college I took a journalism course called Editing. The key nuance of the class was that your grade on any writing assignment weighed heavily on how error-free your work was. For ever misspelled word or grammatical error, you lost 25% of your score. This is the true point in my life […]
September 26, 2007 by
The Elements Of An Effective Marketing Plan
I believe one of the single most critical components to any comprehensive business plan is the Marketing section. I mean, regardless of how great your product or service is, no one will buy it if you can’t effectively target and reach your prospective customer base. In my many years of PR and Marketing Communications, I […]
September 11, 2007 by
You Cannot Brand Your Business in a Vacuum
Branding is something you must do with your eyes looking forward, behind you and side-to-side at the competition, customers, partners and other industry forces. While your brand does describe the essence of your business and your solutions, it must be based largely on carving out differentiation in the marketplace you are playing in. You may […]
September 5, 2007 by
Branding Your Business Through SEO
Here is an interview I did recently with with Joe Balestrino of www.MR-SEO.com: Kevin: How did you come up with MR-SEO.com? Joe: I had just started my small business, focused on search engine optimization and knew I wanted to come up with a name that would be memorable and would help me brand my business. […]
August 22, 2007 by
The Branding Power of Business Networking
For this piece I am interviewing Chris Pareja, founder of B2BpowerExchange.com, a leads group for “true B2B business developers”. Chris started the organization over three years ago as a means of cultivating substantial B2B (business-to-business) business opportunities for himself and others. Chris felt that normal business networking groups weren’t generating opportunities for him of the […]
August 14, 2007 by
The Marketing Power of Success Stories
We often hear the phrase “prove it” in our daily lives. In the world of sales and marketing this “proof” typically comes in the form of validated ROI statistics for your products or services, a research report touting your offerings by a credible third party, etc. I believe the single most effective proof a business […]
