Changing the Narrative Through Asset Framing
Despite our best intentions, when we define a population by their challenges, we perpetuate stereotypes and stigmas
JOSEPH TRADII
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Joe Tradii
- Jun 6, 2020
- 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...
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,...
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...
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...
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...
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...
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...
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.”...
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...
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...
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...