Joe TradiiAug 27, 20203 minChanging the Narrative Through Asset FramingDespite our best intentions, when we define a population by their challenges, we perpetuate stereotypes and stigmas
Joe TradiiJun 6, 20204 minCommunications in Crisis versus Crisis Communications – Not the Same Thing."Stakeholders aren’t looking to organizations for information about the crisis, but how organizations are reacting to the crisis
Joe TradiiDec 14, 20192 minCommunication and the Art of SacrificeFor effective communications don't make the mistake of losing focus
Joe TradiiSep 12, 20192 minGive Your GOST a PESO.The POE(m) model sought to help systematize the various – and sometimes competing – media channels available to companies. This approach...
Joe TradiiAug 20, 20194 minImprove Your Personal Brand with LinkedIn’s Social Selling Index.As fans of the classic TV show The Prisoner know, guest Number Six will not be “ filed, stamped, indexed, briefed, debriefed, or...
Joe TradiiJul 19, 20194 minI Took a Year Away from the Corporate World to Teach. Here’s What I learned.As a professional communicator and marketer, I have successfully applied my skills to everything from pancakes to non-profits. Last year...
Joe TradiiApr 24, 20183 minWhen it Come to B2B Purchase Decisions, Case Studies Still Rule. So Where Are They?In a recent survey, 78% of purchase decision makers cited case studies as key in their research process, beating out white papers,...
Joe TradiiMar 13, 20182 minYour B2B Customers Aren't AutomatonsIn my last article, I discussed the Consumerization of B2B and why this marketplace is increasingly expecting the same gratifying...
Joe TradiiMar 3, 20182 minThe Consumerization of the B2B MarketplaceI have held for many years that, ultimately, B2B customers are subject to many of the same influences and psychological needs as...
Joe TradiiFeb 3, 20183 minThe Lost Art of PositioningIt’s been said, “Positioning is the art of sacrifice.” Meaning you can’t effectively be all things to all people all the time. For...
Joe TradiiJan 6, 20183 minTalk To Your Customers, Not YourselfA danger all marketers face, whether you work for an agency or on the client side, is falling victim to the echo chamber effect. The...
Joe TradiiDec 2, 20174 minResearch Shows Research WorksOr so the old quip goes. And it’s true. Without the right market research, you can’t position, segment, develop products, or efficiently...
Joe TradiiNov 4, 20172 minWhere Are The Adults In The Room?The recent Dove debacle – the literal definition of “whitewashing” – is just one in a seemingly endless and accelerating series of...
Joe TradiiOct 7, 20171 minLet’s Just Call it "Marketing"I read a post the other day which made the excellent suggestion we move beyond the “Digital Marketing” label to “Modern Marketing.”...
Joe TradiiSep 2, 20174 minNaming - Your Strategic Weapon (Pt. 2)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...
Joe TradiiAug 5, 20173 minNaming - Your Strategic Weapon (Pt. 1)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...
Joe TradiiJul 8, 20173 minBuilding A Brand Architecture - Not As Hard As You ThinkDepending on how it goes to market, a company is faced with how to brand their product portfolio. This “Brand Architecture” is a critical...
Joe TradiiJun 2, 20175 minDeveloping a Useful Brand FrameworkBefore launching a brand, it’s vital to create a Brand Framework to guide your decisions. Put simply, a brand framework serves as a North...