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Book Report: Microstyle

“So, how do you pack a lot of meaning into a little message? You don’t. That’s the first lesson of microstyle. A message isn’t a treasure chest full of meaning. It’s more like a key that opens doors. A message

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Posted in Advertising, Books, Everything, Marketing

Strategic Marketing: B2B Marketing Campaigns – Back to Basics

Michael said that probably the biggest problem faced by B2B marketers is truly understanding “Who am I targeting?” At a recent Strategic Marketing P2P, we were joined by Michael Stephens, who runs marketing at TeraGo Networks. Michael was there to talk

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Posted in Advertising, Marketing

Book Report: Youtility

“If you sell something, you make a customer today; if you help someone, you make a customer for life. Youtility is marketing upside down. Instead of marketing that’s needed by companies, Youtility is marketing that’s wanted by customers. Youtility is

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Posted in Advertising, Books, Marketing

When clarity in brand messaging goes hilariously extreme

Most folks in marketing have heard of the concept of a brand identity – the colours, fonts, logos and other visible stuff associated with a brand. Slightly newer is the concept of a brand personality – the characteristics that you

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Posted in Advertising, Marketing

The Third Age of Marketing

This Christmas, I received as a gift the book Youtility – Why smart marketing is about help not hype, by Jay Baer. The title alone had me excited, as over the past year I’ve implemented a number of initiatives around

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Posted in Advertising, Books, Marketing

Dissecting a bad ad

You know what really grinds my gears? Bad advertising. And I don’t mean the so-bad-it’s-kinda-good stuff (I love that stuff), I mean the high-production-value-but-completely-misses-the-mark stuff. Case in point: “RAID”, from the Canadian Real Estate Association (CREA). I get angry every

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Posted in Advertising, Marketing

Positioning statements in action

A few weeks ago I wrote about positioning statements and value propositions. At a recent tradeshow, we put some theory into practice.

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Posted in Advertising, Marketing

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