Technology

Not long ago, I was reading an article that discussed the different client personas. While I was already familiar with this concept, I became intrigued with how it related to the idea of gift-giving. Businesses are constantly influenced and persuaded by promotional companies to promote their individual brands. These companies convinced us that a physical […]

Traditional marketing messages are often like a voice that comes out of nowhere. They’re faceless, nameless and often devoid of true personality. We might remember the messages, but we don’t really know who’s talking to us other than a nebulous brand or a staged spokesperson. This often results in a lack of persuasion. We hear […]

As I struggled to come up with a topic for this article, I thought about my last one, where I compared social media to attending a cocktail party. There is so much talk about the importance of social media for businesses. It can be an incredible source of information, a valuable lead generation tool and […]

Did you know that the hashtag “#sustainablefashion” has grown five times in the last three years? The fashion industry is the second most polluting in the world, and sustainability has become a new movement in itself. Influencers, as well as fashion brands, prove they understand the importance of standing for such ethics. Following your values […]

No matter what field your business is in, marketing is a two-way street. The customer and company have a delicate relationship that extends beyond advertising to your audience. That relationship is the cornerstone of any successful business. Appropriately, introspection is one of the most valuable assets a company can have. When you’re in tune with […]

“Evolutionary Branding” is a term I coined to describe the process of slowly improving an organization’s brand identity as they can afford it. You start with the low-hanging fruit and, as the business grows, you add the polish and nuance that make your brand iconic. I like the term “evolutionary branding” because I look at […]

For many years, marketing, corporate communications and investor relations have been loosely connected by a dotted line in many organizations. Today, however, as organizations undergo digital transformation, rethink traditional approaches to communication and strive to underpin all business strategy with a sense of purpose, I believe it’s more essential than ever that these divisions be […]

There is no guarantee that a business’s social media posts will gain traction when they get posted. However, a company should at least be able to drive the engagement of some of its followers. A problem arises when engagement on all social channels is low or non-existent. If businesses continue to create and post content […]

Over the past several years, I’ve seen plenty of versions of so-called “rejection therapy” going around online. However it’s framed, the goal is almost always the same: to expose the participant to rejection so many times that it loses its sting. At that point, as the thinking goes, the person is “freed” from the fear […]

It seems like everyone is trying to identify how artificial intelligence (AI) can benefit their business. In my circles, executives are asking how AI will impact customer marketing, more specifically data-driven customer marketing. One study found that in 2017, 80% of enterprises had “some form of AI (machine learning, deep learning) in production” and 30% […]