How to manage a disaster in marketing
The illusion of brand value in hospitality In the old days, when travelling to foreign lands, with languages one did not speak and food one could not eat, transportation systems one could not navigate and people one could not trust, it was generally safer to stay at a hotel chain property. A name one knewContinue reading “How experience trumps brand”
Reviews, even with the best intentions, seldom help brands and businesses. This sounds heretical, but let me explain. TripAdvisor is an amazing site. In a sense, together with the reviews on Amazon, and any other site that uses a rating system, it embodies the essence of the digital economy: easy access to other people’s opinionsContinue reading “Why I Never Use TripAdvisor – Or: The Curse of Reviews”
The Internet and social media, in particular, have turned the world into a global marketplace for attention. People, products, companies, political parties, NGOs and governments all need to present a “digital image”. How to be noticed and perceived positively in the digital space is a tedious and often painful exercise in self-promotion. It can alsoContinue reading “The Intersection of Personal and Corporate Brand”
Medical companies: No other industry brings more challenges for branding specialists.
This may sound like blasphemy in an age where every organization, person, and product seems to be chasing after the right branding. If you have ever studied for an EMBA anywhere in the world you will be in agony now. What’s more, you may think this is a weird title for a blog on theContinue reading “Branding is Overrated! Why not all Companies Need to be Brands”
Most marketers, even those with academic credentials, are too busy implementing corporate marketing strategies and working with the products they need to sell. We write copy, we blog, we post, we distribute, and we learn how to use the latest marketing automation tools. We waste endless hours on pointless meetings with clients who want usContinue reading “How to Become a Smarter Marketer”
Maybe you just got started with content marketing in the past year, maybe you are planning to do so in the near future. Perhaps you are even an experienced content marketer? Whatever the case, there are people out there who came before you, and they have gained some insights over the years. We went aroundContinue reading “The 4 Key Success Factors of Content Marketing”
My favorite hashtags: digital transformation, digital company, digital business, digital everything! I am all about digital, I live it and I breathe it. And then I have to make a bank transfer and have to fill in a bunch of paper forms and “sign here, here, here, and initial here please.” Sigh! We have beenContinue reading “How digital companies are leaving the rest behind”
What is a brand in the digital age? Where do brands come from?