At its very core, marketing is storytelling. The best advertising campaigns take us on an emotional journey--appealing to our wants, needs and desires--while at the same time telling us about a product or service. A brand's story comes from the company's own information, and if successful, it is accepted and integrated into the consumer's story. You must understand how your brand emotionally resonates with customers and then position your message in the right place to tell the right story at just the right time.

The limitless access to information today has created a more educated consumer base. Truth and transparency have become de facto for businesses. Consumers no longer buy just a product or service. They are committing to brands and buying stories that resonate with them. Read More »

Who? What? Where? When?

Any company looking to share its message with the public needs to ask these questions first. But you already knew that, right?

It's crucial these days that marketing dollars are used in the most effective ways possible. So companies must try to determine beyond a shadow of a doubt who to target, what message works, where the most effective medium will be and when to share it. After all, you'll get a bigger bang for your buck if you get it right the first time.

Viral marketing campaigns have quickly become one of the most simple and cost effective ways to increase brand awareness. But viral methods can be chaotic, and mastering strategies for controlling viral campaigns has become the Holy Grail for marketers. While there is no proven process for viral marketing, there are several strategies that can position your campaign for viral success.

Economic downturns can wreak havoc on businesses. As a business owner or manager, it's important to make an honest, accurate assessment of your situation and take the necessary steps to remain healthy. Customer retention and business development are central to successful managing through a downturn.