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Getting Buy-in on Corporate Branding
When agencies present creative to a client for the first time, it can feel like dropping a bomb on the room. “Here’s your new brand identity. Boom!” The moment before…
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Building the Framework for Real-Time Marketing
A strong social media and content strategy should have a foundation of evergreen content created ahead of time – especially gated, high-value content to drive lead generation. But you also…
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Should My Brand Use Google+?
The world of social media marketing is saturated with so many options, from Facebook to Twitter to Pinterest. Brands are flooding social networks to share content and build communities, and,…
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Facebook Paper Ups the Content Ante for Brands
The folks at FiftyThree – the people behind everyone’s favorite iPad sketchbook app, Paper – weren’t too happy with Facebook last week. The mega-social network launched its own magazine-style app,…
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Five Ways to Get Your Brand’s Content Into Facebook News Feeds
Are you noticing that only a fraction of your Facebook fans are seeing your content? Facebook made some changes to their News Feed algorithm recently, causing lower organic reach for…
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Your Website Will Never Be Finished (But That’s A Good Thing)
There’s one thing all marketers can relate to. Whether you’re a writer, designer, developer, manager or the CMO, you know that our industry is driven by deadlines. Deadlines and the…
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Finding the Value in Shock Value
Want people to talk? Make a shocking ad. Want customers? That’s trickier. In the pursuit of “buzz,” too many marketers forget an important truth: while there’s typically a boost in…
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The Value of Self Promotion
Last week, I was asked to sit on a panel at the AIGA Designer Business Roundtable for a discussion on the value of self promotion. The AIGA discussion was specific…
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Open Source Branding:
A Field GuideRecently, I was asked to speak on a panel at the St. Louis Ad Club Digital Symposium. When I agreed, I had no idea what the topic would be. It…
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Seeing the Goal for the Trees
As design and marketing become more interwoven, it’s important to remember that the goal of marketing is not just to create beautiful design, but to use design to inspire customers…
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Identifying Content to Drive Your Social Media Strategy
These days, it’s rare that we have to convince businesses to use social media. Most marketing managers and business owners we work with see the value in it, they know…
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Branding Begins with Listening
Facing a shift in your marketing strategy is never easy. Acquisitions, name changes, product extensions, even website redesigns can be difficult problems to solve. But if your culture isn’t aligned,…
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