Over the last ten years, we’ve witnessed a heightened awareness of brands, driving companies to create stronger brands in order to compete. This awareness has spread from the consumer brands famously developed by the likes of Proctor and Gamble to the previously marketing adverse fields of business consulting, accounting, health care and law.
But with this [...]

Speaking to your customers and potential customers in a language they can understand is a fundamental but sometimes overlooked marketing principal. Many organizations suffer from internally-focused marketing—using the same language they use in-house to reach out to customers and potential customers that have little to no knowledge of the business. Are you communicating with your [...]

A strong brand is critical to the way your organization reaches out to its marketplace, customers, and potential customers. The benefits of a strong brand include, a shortened sales cycle; a narrower sales funnel; revenue growth; and improved marketplace awareness—all leading to increased enterprise value.
Marketing and sales are two, often independent, functions of the organization [...]

What is the most effective way to send a message to your audience? This question, not always easy to answer, is an important part of every marketing communications strategy. When it comes to marketing material, it is easy to do the same type of thing over and over again because that is what you have [...]

Your brand is your promise to your marketplace. Developing and articulating is the first step to communicating the promise. But the second more critical step is for your organization to communicate your branding strategy consistently.
As a communicator, you have created, tailored, and promoted your branding strategy—ensuring it is superlative, important, credible, memorable, and tangible. However, [...]

More and more, companies are relying on internal branding—the communication within an organization of the external branding strategy coupled with human resources efforts—to better serve their clients and improve employee retention. This shift toward a more comprehensive branding strategy effort has become an integral communications approach in several industries (especially those where qualified labor is [...]