Why Content Marketing is the New Branding
Branding isn’t your company name. It’s not a tag line. It’s not a logo. Branding is creating a perception. It gets new customers over the sales hurdle of education. It renews loyalty with existing customers. It creates envy among the competition. When marketers ask,... Read More
Corporate Social Media Strategy Framework
by Frank Strong I’ve been contemplating a framework for a corporate strategy that includes social media, because I think creating an integrated and cohesive social media effort is a challenge with which many marketing and PR people are struggling. This is a concept and... Read More
Anecdote: How to Define a Market Opportunity
I’ve been perusing some of my old business school books and re-discovered a few key points from Kotler on Marketing: How to Creat, Win, and Dominate Markets: There are three situations that give rise to a market opportunity: 1. Supplying something... Read More
Marketing in a Recession: Asia Air Takes Off
“When other airlines slashed advertising during the SARS scare in 2003, AirAsia tripled its spending,” wrote The Economist about the low-cost airline, Asia Air, that has defied expectations. As I’ve written before, marketing is akin to having a conversation in... Read More
