Marketing is about providing a brand story that is memorable and encourages action. The most effective way of getting a consumer interested in a product, service or brand is by crafting a compelling story — and in order to achieve this, marketers need to identify the most suitable storytelling techniques. Most experienced marketers already have […]

When someone close to me got sick, it lit a fuse. If, for whatever reason, I needed to step up financially, I was in no position to do so. At the time, I was climbing the corporate ladder at the NBA and, like most of my contemporaries in the ultra-competitive world of sports, I lived […]

More consumers than ever look at the reviews and reputation of a business or product to help them make major buying decisions. If your target customers search for popular keywords around your product or service, will you come up? And if you do, will it be positive? Here are some potential scenarios: • Searchers might […]

In my experience, the marketing community is the most influential tribe of all. We have the know-how to create shifts in people’s behavior. We have the power to change how people will spend their time and money, and what trends they’re going to follow. Some of us are fortunate to spend most of our time […]

In a landscape that has brands worldwide revising their advertising and marketing budgets annually, it stands to reason that the “how much” has become less relevant than the strategic direction for the hard-won budget. According to Mary Meeker’s 2019 Internet Trends Report, digital ad spend is up 22%. While it’s not shocking that we spend […]

What is your first touchpoint when evaluating a company? According to research from DemandGen , 71% of B2B buyers say that a company’s website is the most influential touchpoint when making a business decision.  The corporate website is currently undergoing a significant transformation. Back at the turn of the century, the buzz was about engaging […]

Consumers can have really long memories when it comes to specific events, and if done right, a business’s advertising can be very memorable for its target audience. Many of us still remember old TV or print ads from our childhood because of the feelings and memories we associate with them. The problem occurs when a […]

How do you get employees to take cybersecurity seriously? Establishing even the most comprehensive cybersecurity policies won’t guarantee that employees will actually apply those policies in their day-to-day habits. No one wants to be that employee who mistakenly clicks on the attachment that creates a huge data breach. But even if you make the cybersecurity […]

Reflecting on the days when I was performing as an improvisational actor and leading a ragtag troupe in San Diego, I was reminded of the similarities between improv and effective business collaboration. Although it seems that there has been much debate about the merits of collaboration and how to best foster it within a business […]

Content marketing begins with strategy. Publishing content on the web with no direction is a waste of resources. Every business needs a documented content strategy to align teams with objectives and simplify the content creation process. However, the process of developing a content strategy can be daunting since consensus suggests it requires a considerable amount […]