Marketing communications

Posted in May 24, 2018 - 9:29 am.by Tami Demayo
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Overcoming brand image barriers: a network security example

Security technology companies tend to talk a lot about boundaries and containment. It’s the nature of the business. But to thrive as technology vendors, the same companies need to cross boundaries, to expand their customer base, increase revenues, and grow. When a security technology company decides to extend its brand…

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Posted in August 12, 2014 - 2:46 pm.by Wayne Martinez
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When in drought, stick it out

Content strategy for distressed times

“Brown is the new green.” Leave it to Californians to come up with a fashion statement for a climate crisis. But seriously, it’s been way too dry for three years now. If California is the world’s breadbasket, we’re all toast. When a business’s revenues and leads dry up after many…

Content strategy for distressed times
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Posted in April 10, 2014 - 1:16 pm.by Tami Demayo
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Content: the long and short of it

Long and short communications content metaphor

Oh, how I hate being a newb. In a week, I’ll be standing at the surf shop on Kalapaki Beach on the east shore of Kauai, watching the shortboarders carve up the waves, while I totter out on a nice, safe longboard. Okay, I get it: Shortboarding is harder. You…

Long and short communications content metaphor
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Posted in November 22, 2013 - 10:00 am.by Tami Demayo
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How to be “youseful”

Customer conversations

In his recent book, Youtility, Jay Baer advises marketers to look for ways to be helpful to their target customers. Marketing communications, he says, should communicate this usefulness rather than focusing on the features and benefits of the company’s offerings. Noble intentions, to be sure. But do you know how…

Customer conversations
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