Financial analysts say marketing is an investment, not a cost
90% of financial analysts surveyed think marketing spend should be CapEx rather than OpEx Moving marketing off the income statement would instantly make businesses look more profitable – and then companies would think differently about marketing because it’s literally an...Read More
5 ways for B2B marketing to align with finance on brand building
Brand building is increasingly important as B2B prospects come to a decision before ever talking to sales, yet a new report finds 69% of CFOs view brand marketing as a cost center Most searches are zero-click searches. Tracking capabilities of...Read More
Twitter Offers Advantages in PR for B2B Brands Willing to Put in the Effort
A survey of 2,500 journalists finds Twitter is still their favorite social media network – here are time tested PR tips for B2B to earn some traction on the platform It’s no secret that media relations gets harder every year....Read More
Trust in Business: 10 Ways to Build the Currency Brands Can’t Live Without
Brands earn customer trust in business by protecting their data, offering a reasonable value, focusing on the quality of their product or service and delivering good customer experiences Trust in business is a currency that brands can’t live without. That’s...Read More
Is Brand Building Becoming Cool in Marketing Again?
Strategic marketing initiatives like brand building are back in style because the pandemic and politics have put trust top-of-mind; zero-click searches are just adding to the business case Last year, 65% of Google searches did not result in a click,...Read More
The Complicated Business of Mixing Brand and Politics [Survey]
It’s very difficult to escape politics these days. Political messages have permeated every possible medium from the mailbox to social media and everywhere in-between. Most of it is shouting, and there is very little listening. That’s the backdrop for brands...Read More
The Long-Term Benefit of a Modern and Agile Brand; Off Script No. 36: Greg Kihlström, Author of The Agile Brand
In the late 1990s, he finished school with a degree in Photography and interest in the web. He began learning all he could about websites and interactive tools – and eventually landed a job at a technology start-up. That experience,...Read More
Why People Believe Brands Should or Should Not Take a Political Stand
Why? It’s a good question to pose in surveys because it often provides sentiment that cannot be gleaned from numerical values alone. Typically, a good way to include it is as an optional question – with an open-ended comment field...Read More
Should Brands Take a Stand in Politics? [UML]
Update: A year after writing this post, which serves partially as a literature survey, and seeing the narrative begin to push brands to take a stand, I conducted my own primary research on the subject — Study: Should Brands Take...Read More
Apple vs. Chevron Revenue? It’s Content Marketing out of Context
Have you see the graphic nearby? I’ve noticed it posted a dozen different times on LinkedIn recently – and each time it seems to get further apart from the truth. For example, the state of California stands out because Apple...Read More
