blog | joetradii

All Posts

Jun 6
4 min

Communications 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 Tradii

Dec 14, 2019
2 min

Communication and the Art of Sacrifice

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

Joe Tradii

Sep 12, 2019
2 min

Give 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 Tradii

Aug 20, 2019
4 min

Improve 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 numbered...

Joe Tradii

Jul 19, 2019
4 min

I 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 Tradii

Apr 24, 2018
3 min

When 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, webina...

Joe Tradii

Mar 13, 2018
2 min

Your B2B Customers Aren't Automatons

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

Joe Tradii

Mar 3, 2018
2 min

The Consumerization of the B2B Marketplace

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

Joe Tradii

Feb 3, 2018
3 min

The Lost Art of Positioning

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 succes...

Joe Tradii

Jan 6, 2018
3 min

Talk To Your Customers, Not Yourself

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 temp...

Joe Tradii

Dec 2, 2017
4 min

Research Shows Research Works

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

Joe Tradii

Nov 4, 2017
2 min

Where 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 brand-...

Joe Tradii

Oct 7, 2017
1 min

Let’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.” Accor...

Joe Tradii

Sep 2, 2017
4 min

Naming - 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 creat...

Joe Tradii

Aug 5, 2017
3 min

Naming - 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 c...

Joe Tradii

Jul 8, 2017
3 min

Building A Brand Architecture - Not As Hard As You Think

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

Joe Tradii

Jun 2, 2017
5 min

Developing a Useful Brand Framework

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...

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