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Relevance: Today’s Critical Marketing Buzzword

Relevance: Today’s Critical Marketing Buzzword

For the past several years, those in my profession have focused heavily on “trust marketing” as the linchpin of customer engagement and retention. In other words, trust in a particular brand’s authenticity and integrity is the primary driver of that brand’s ultimate...

Referrals: The Obvious Marketing Tool We Sometimes Forget

Referrals: The Obvious Marketing Tool We Sometimes Forget

Most businesses are so busy trying to get new clients or customers on their own that they tend to forget about the importance of utilizing their referral networks. Research shows that referrals are one of the top ways of acquiring leads and new business. Even those...

How to Best Follow Up With Former Customers and Prospects

How to Best Follow Up With Former Customers and Prospects

A challenge for many businesses is how to best pursue your most desirable prospects and/or former customers without being a pest! First, let’s define a “good prospect.” For many companies, this would be a past customer or client. You don’t have to go from “cold to...

Media Training- Who Needs It?

Media Training- Who Needs It?

Most business leaders need to understand – at least at a basic level – how to talk to the news media in both positive and negative situations. Refusing to comment when media attention comes your way is simply not an option. You need to be able to successfully navigate...

Integrity Is the Name of the Game

Integrity Is the Name of the Game

What do customers want more than anything else from the people and the companies they choose to do business with?  I believe they want to be associated with and to buy things from people of high integrity. So, what does that really mean?  Integrity means more than...

How Will AI Affect the World of Marketing and Communications?

How Will AI Affect the World of Marketing and Communications?

Artificial Intelligence (AI) is shaking up every industry, and marketing communications is certainly no exception. Because communications reaches into every enterprise and impacts how we all do business at multiple levels, AI is increasingly at the center of...

When Is Competition Good?

When Is Competition Good?

In our business, we spend a lot of time helping companies determine what their competitive differentiators are.  What are their competitive advantages?   How do they position themselves as being different and better than other businesses in their space?  And how do...

Culture is at the Core of Innovation

Culture is at the Core of Innovation

Doing a deep dive into what makes companies tick . . . and grow and thrive . . . is an interesting exercise in human nature. One of the things we are most likely to encounter when we begin working with a company is a strong desire on their part to be more innovative...

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