Despite our best intentions, when we define a population by their challenges, we perpetuate stereotypes and stigmas

"Stakeholders aren’t looking to organizations for information about the crisis, but how organizations are reacting to the crisis

For effective communications don't make the mistake of losing focus

The POE(m) model sought to help systematize the various – and sometimes competing – media channels available to companies. This approach...

As fans of the classic TV show The Prisoner know, guest Number Six will not be “ filed, stamped, indexed, briefed, debriefed, or...

As a professional communicator and marketer, I have successfully applied my skills to everything from pancakes to non-profits. Last year...

In a recent survey, 78% of purchase decision makers cited case studies as key in their research process, beating out white papers,...

In my last article, I discussed the Consumerization of B2B and why this marketplace is increasingly expecting the same gratifying...

I have held for many years that, ultimately, B2B customers are subject to many of the same influences and psychological needs as...

It’s been said, “Positioning is the art of sacrifice.” Meaning you can’t effectively be all things to all people all the time. For...

A danger all marketers face, whether you work for an agency or on the client side, is falling victim to the echo chamber effect. The...

Or so the old quip goes. And it’s true. Without the right market research, you can’t position, segment, develop products, or efficiently...

The recent Dove debacle – the literal definition of “whitewashing” – is just one in a seemingly endless and accelerating series of...

I read a post the other day which made the excellent suggestion we move beyond the “Digital Marketing” label to “Modern Marketing.”...

In my last post, we touched on the advantages of a well-chosen name. Now comes the fun part where we look at how one might approach...

Shakespeare was wrong. With apologies to The Bard, there is a lot in a name. A rose by any other name may smell as sweet – provided you...

Depending on how it goes to market, a company is faced with how to brand their product portfolio. This “Brand Architecture” is a critical...

Before launching a brand, it’s vital to create a Brand Framework to guide your decisions. Put simply, a brand framework serves as a North...