Branding
‘Digital Marketing’ Is Over-Hyped. Marketing Is Marketing.
If you call yourself a digital marketer, you might want to sit down. I recently discovered a marketing thought leader named Mark Ritson, an Associate Professor of Marketing at the Melbourne Business School. (He used to teach in Minneapolis, too, at the Carlson Business School. So that’s two of my hometowns checked off.) He’s a…
Read MoreBranding Is Dead – Not
I saw an article headline the other day saying branding was dead. Then, in the first sentence, it said (wait for it)… it’s not dead, “it’s stronger than ever.” Okay. Geez, I hate getting clickbaited like that. But the writer was out to make a point — which he began doing in the subhead — so…
Read MoreWhat You Need to Know About ‘Brand Equity’ — and Why Accountants Are the Problem
Marketing and accounting people don’t talk much. And they sure as hell don’t party well together. Let’s face it, they’re from different planets. But, doggone it, they need each other. That’s the case I want to make today. Why? Because accountants can make the marketing profession look really, really good — and rich — if they would only more formally…
Read MoreLove – It’s What You Do
Do what you love. How many times have you heard that? Maybe you’ve put it into practice in your career. If so, lucky you. But how many people go to work every day to do something they don’t love? Or take a major in college because they’re told they should, but don’t really love. Or…
Read MoreWhat Is a Brand Story? And Why Do You Need One?
As marketers, we’re nothing if not storytellers – at least if we consider ourselves brand marketers or content marketers. (Or how about PR people – they’re all about stories, too.) But we don’t generally use the term “storyteller” to describe ourselves at cocktail parties or whatever. Meaning, we don’t focus on it, think about it a…
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