My workday adrenaline is fueled by the fact that business innovations are exciting, new technology enthralling. Likewise, B2B marcomm messaging should tap into new and engaging energies, rather than reverting to hyperbole and braggadocio. And why do we need to always be as serious as a funeral home? So, here’s my first in a series […]Read more "Borrow Best B2C Campaign Themes for B2B Messaging"
Some companies have a strange view of Media Relations, and the practitioners of the craft that they hire are always under the gun to get something out of almost nothing. What if a friend told you: “Yes, I’ve made a career out of asking my relatives for favors and money. I do it every month, […]Read more "Media Relations is not Favor-Mongering"
Authenticity is growing as a guideline on business websites, but it’s getting rarer on TV these days.
I recently went to a taping of Chelsea Lately, the rude, shallow but amusing gossip/talk show on the E network. I expected that an under-employed comedian would be warming up the small studio audience prior to the taping – what I didn’t expect was that it would be an obnoxious Laugh-Nazi.Read more "Have You Laughed at Chelsea Lately?"
Business cliches and over-used phrases are discussed in the new edition of David Meerman Scott’s business bestseller The New Rules of Marketing an PR.Read more "Exposing Business Cliche Over-Exposure"
I am now in the 4th stage of my career. This post begins a series on these stages, with some insights I have gained along the way. Stage I (below) was my “heavy-duty” period. The struggle of manufacturers during this deep recession to get support from banks for investments in new technology and capital improvements […]Read more "B2B Marketer’s Challenge: Cutting Through the Clutter to Persuade Top Management"
During the late 1980s and 90s, I spent a great deal of time writing case studies on behalf of manufacturing technology specialists, the companies that innovated new controls, automation and processes used to make durable goods. The work took me to plants throughout North America and parts of Europe. There were numerous obstacles. General Motors […]Read more "Let Engineers Tell their Stories"
Although my focus is on the B-to-B world, I summarized three of my favorite B-to-C stories that are well known to many business people, and asked colleagues and cohorts to vote on the one they thought was the most significant to them. My thanks to the thirty pros who responded. Looks like the oldest story […]Read more "Industry Origins are Popular as Business Stories"
The value of storytelling goes back a long ways. Thousands of years. An unfolding story holds more interest than a mere stating of facts derived from it. In B-to-B marketing we are fond of saying that it allows a prospect to visualize himself or herself as a user of a given technology, imaging how the […]Read more "The Value of Business Storytelling"
I believe that Toyota’s TV commercial offering reassurance is an example of “too little, too soon.” This post is an addendum to the previous blog post and discussion on adding value to a brand through information-rich advertising. Due to expanding recalls and government-voiced allegations, Toyota is a brand under siege. The TV spot that has […]Read more "No, Advertising Can’t Save a Brand Under Siege"