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“Skepticism” is the “New Normal;” Survey Finds B2B Tech Has Trust Issues

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08 Feb 2022
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Frank Strong, MA, MBA
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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...
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5 Fundamentals of PR are Still Essential

Amid the Rapid Pace of Change, These 5 Fundamentals of PR are Still Essential

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11 Sep 2018
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Frank Strong, MA, MBA
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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...
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How to Deliver a Genuine Corporate Apology [UML]

How to Deliver a Genuine Corporate Apology [UML]

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15 Apr 2017
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Frank Strong, MA, MBA
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0 Comment
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...
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positioning strategies PR

9 Timeless PR Positioning Strategies

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03 Apr 2014
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Frank Strong, MA, MBA
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9 Comments
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...
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brand-extension-when-a-beer-is-no-longer-a-budweiser

Brand Extension: When a Beer is No Longer a Budweiser

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07 Feb 2013
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Frank Strong, MA, MBA
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3 Comments
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...
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Audio Branding Sonic Logos and the Emergence of Sound in Marketing

Audio Branding, Sonic Logos and the Emergence of Sound in Marketing

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05 May 2012
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Frank Strong, MA, MBA
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2 Comments
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....
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T-Mobile: Positioning in Action

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18 Nov 2010
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Frank Strong, MA, MBA
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1 Comment
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...
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The Tao of Hip Hop's PR Revival

The Tao of Hip Hop’s PR Revival

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17 Nov 2009
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Frank Strong, MA, MBA
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1 Comment
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...
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About Sword and the Script Media, LLC

Based in Atlanta, Georgia, Sword and the Script Media, LLC is veteran-owned public relations agency immersed in the business-to-business (B2B) marketplace. We focus on process-driven programs for PR, marketing and social media. A defining difference comes down to our approach – that marketing ought to have utility. This is because marketing that helps, sells better than marketing that hypes.

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