“Skepticism” is the “New Normal;” Survey Finds B2B Tech Has Trust Issues
This might sound crazy, but being candid and honest is a surefire way for B2B tech solution providers to differentiate themselves from ~75% of the market Most buyers of B2B technology don’t believe vendors are completely honest. That’s according to...Read More
Amid the Rapid Pace of Change, These 5 Fundamentals of PR are Still Essential
Two is the new five. When people ask what will happen in the next five years, the chances are, whatever it is, will happen in just two. A client of one of my clients said that at a seminar and...Read More
![How to Deliver a Genuine Corporate Apology [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/04/How-to-Deliver-a-Genuine-Corporate-Apology-UML.jpg)
How to Deliver a Genuine Corporate Apology [UML]
You only get one shot at making a good first impression – and that’s true for corporate apologies too. When a company apologizes and then has to apologize again – and then apologizes again, again, and again – the business...Read More
9 Timeless PR Positioning Strategies
The word “positioning” gets tossed around almost carelessly in corporate documents, and I often feel as if the word is misunderstood (that’s foreshadowing). Positioning isn’t what we say, it’s what people think and to that end any “position” that is...Read More
Brand Extension: When a Beer is No Longer a Budweiser
Budweiser drew well-deserved applause for its Clydesdale commercial about Hope. It was a good story which made for great marketing. Like other brands, it turned to social media to extend the life of its big game investment. The commercial on YouTube has racked...Read More
Audio Branding, Sonic Logos and the Emergence of Sound in Marketing
Sound has a powerful emotional connection; think for a minute what is triggered in our minds when we hear: a heartbeat, a doorbell, a phone’s ring, a car horn, a lawnmower, a dog’s bark, a baby’s cry, or Christmas carols....Read More
T-Mobile: Positioning in Action
by Frank Strong Research in Motion did it right. Tivo did it wrong. Steve Cheney called it a $15 billion dollar difference in an excellent post on the Business Insider. He wrote, “Describing your product as ‘new’ and ‘never been...Read More
The Tao of Hip Hop’s PR Revival
Misunderstood. That was Howard Stern’s pitch in a movie aimed at reinventing himself. But as far as celebrity PR makeovers go, a handful of hip-hop artists are stand out. Take Marketplace’s interview with Robert Diggs — better know as RZA of the Wu-Tang Clan...Read More
