The question is whether your brand is a clearly structured asset to the company, or a confusing jumble of antiquated internal corporate practices.

In many cases, a company’s brand develops over time by pure accident and can, over time, become more of a liability than an asset. [Read more...]

Most brands start out distinguishing themselves based on products and unique service offerings.  As the market develops, there are fewer ways to differentiate product lines.  Features become ubiquitous across brands and most are forced down the dark road of competing on price alone. [Read more...]

Guerrilla marketing is the wave of the future.  I have given you information about what it is and even showed you a video about how effective it can be.  I do know, however, that you are waiting for my explanation of why guerrilla marketing is so important.

Customers seek out your advertisements [Read more...]

Last Thursday, in partnership with Career Managment Solutions, I taught a beginning blogging class for many professionals.  The goal of the course was to teach people how to build their first blog and then maintain it with appropraite content.  You can listen to a podcast of the course here, although it is an incomplete account of our course. [Read more...]

A friend forwarded me this fantastic video that discusses both blogging and guerrilla marketing.  The speaker, Will Pate, has some great things to say, both about the importance of blogging and the ethical problems involved with trying to force your advertising.

The video is about 7 minutes long.  Please take some time to watch it and add your comments below. [Read more...]

The easiest way to think about guerrilla marketing is to compare it to guerrilla warfare.  It’s a small-scale endeavor focused on gaining ground against the enemy in small steps.  The advantage is that you are leveraging your knowledge of the region (which the enemy does not share) to attack their weak points. [Read more...]