Marketing Strategy

COVID-19 hasn’t just affected the supply chain; it's slashed demand as well. As businesses look for surefire ways to attract customers, many are turning to the oldest method in the book: cutting prices. If your costs have recently been lowered through a new purchasing strategy 

If you’re reading this, then I think you probably get the value of brand storytelling. It’s a powerful thing and is often a catalyst for redefining what marketing means to a company. Storytelling has been a pillar of content marketing for some time, but stories aren’t just g

The digital revolution has leveled the playing field when it comes to winning at marketing. It’s no longer necessary to have a huge marketing budget and to work with a pricey agency to increase your sales. With the right digital marketing strategy and understanding of all the l

When I wrote Mean People Suck, I wanted to get across the point that empathy is more powerful than most of us realize. I wanted people to see it as more than a tool to use or a great asset to have. Empathy can change the way we relate to others, giving us more understanding. It ca

With a long career in sales and marketing, I’ve had direct experience of how persuasive storytelling can be. But storytelling is a useful tool not just for selling things. It can be an effective tool for learning, too. This won’t be a surprise to anyone with a background in te

Companies in all industries were struggling with the incredible rate of change brought on by the digital revolution even before the more recent crisis. And, we’re not done yet. In fact, fast-paced change appears to be the new normal. We operate in a business environment where

Brand awareness allows B2B companies and marketers to understand how well their target audience and potential customers know their brand and their specific products or services. While brand awareness is a critical part of the buyers’ journey, it’s sometimes undervalued because

In marketing today, one of the most impactful trends is the use of employees to build trust with customers and to establish your brand as a thought leader within your industry. I call this employee activation – a concept that goes much deeper than boosting your marketing ROI. Wi

LEGO is a brand known throughout the world. It’s been a staple of childhoods for decades—one of the most popular toys for boys and girls. LEGO inspires creativity and innovation. But in the late 1990s, LEGO was facing the probability of bankruptcy. They needed to turn things ar

In chapter four of Mean People Suck, I talk about the link between empathy and sales. Because digital technologies have disrupted the way we do business and customers have developed a distrust of brands, traditional advertising has lost its effectiveness. The growth of the interne