Consider the idea of channel surfing versus tuning in. We've all been in the presence of incessant channel surfers. Perhaps you're even one of them. Surfers skip from channel to channel, certain they can multi-task and watch numerous programs simultaneously. Some just surf out of boredom, looking aimlessly for something to grab their attention. I've noticed this habit carrying … [Read more...]
What is your flag? Who do you serve, how do you do it, and why?
A flag is a symbol. It’s a highly recognizable label of a country or an organizations brand. As such, that brand reflects the values, beliefs and character of the nation or the group. As a Canadian I fly the red and white maple leaf. These days it has come to represent freedom, compassion and inclusiveness. That give me pride because it aligns with my values. But how … [Read more...]
What Crocs, Uggs and Earth Shoes can teach us about good marketing
I distinctly remember the season I spent walking up hill. It was the year that earth shoes were all the rage. For those who weren't yet born, or would just like to forget them, earth shoes had a sole with a higher rise at the front than the back. The width of the toe was also decidedly broad, presenting a less then sleek and glamorous look poking out from your jeans. Thank … [Read more...]
Taking a risk! How a new audience can grow awareness and business
Last last week I conducted a little experiment. I was curious about expanding the audience for my written work about marketing in the Huffington Post. I usually publish to the business section, targeting an entrepreneur audience. However, this past week I did a personal branding piece and went on a bit of a rant about grammar, and how your written word in private and public … [Read more...]
5 Tips to get more earned media
You can't beat the credibility of earned media. In an era where it seems we are all fighting to be heard above the noise within social media, it is easy to dismiss the simple and massive reach of more traditional media methods. All successful print and broadcast channels these days are also amplifying that content via digital means online, which means you actually achieve even … [Read more...]
