A seed to fix the growing public relations problem for AI companies
Public sentiment sours on AI as companies reap the consequences of alarmist messaging on jobs, energy costs and failed initiatives; the fix doesn’t start with a messaging exercise – it starts with a listening tour A Pew Research study published...Read More
A marketing and PR superpower [not another lesson from the election]
If marketing and PR have a superpower it’s the ability to put what you think aside and look at things from your audience’s perspective In the days following the 2024 election, I had to smile at the number of marketing...Read More
5 creative B2B marketing examples
Creativity is the one area of marketing that’s immune to budget cuts; the most creative B2B marketing ideas aren’t just “a video” but platforms of messaging and positioning B2B marketing isn’t known for creativity. That may be a good enough...Read More
“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
