Healthcare System Mission and Vision Statements Sound a Lot Alike. One was Once Different.

Take a look at the mission and vision statements of healthcare systems. One once stood out among them, and I spent a few years as an internal communicator buoyed by the power of it.

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Print Media is Alive and Thriving

In an environment where oceans of websites claw for audiences and compete with traditional media, the Association of Magazine Media has rolled out a major campaign to remind everyone how vital print is. I love this headline on a recent 2-page spread ad: “Will the Internet kill magazines?  Did instant coffee kill coffee?” They certainly […]

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Why Wouldn’t You Put Your B2B Video on YouTube?

The use of YouTube by B2B marketers is growing fast, and since an entertainment element is preferred by viewers, this is where serious companies with complex offerings should lighten up a bit and relate to the “people” side of things. Novell’s “Gimme” video for its WorkloadIQ (a suite of products for intelligent workload management) is […]

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Thanksgiving is Story-Telling Time

Thanksgiving is a time for gratitude, reflection … and family stories recanted over mincemeat pie. Want a lesson in extremely compact story telling?  You may have seen AT&T’s Rethink Possible TV spot. If these guys can visually tell the life story of a fictitious future U.S. president right up through inauguration, along with the meeting […]

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Research Shows B2B Content is King

Some relevant research completed over the last 12 months reinforces the importance of branded content in B2B marketing. I recently attended a NorCal BMA conference up in Silicon Valley where Barry Trailer of CSO Insights summarized some of their research findings in their report, 2010 Key Trends in BtoB Lead Generation Optimization. Of all the marketing […]

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Let Engineers Tell their Stories

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 […]

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Industry Origins are Popular as Business 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 […]

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The Value of Business Storytelling

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 […]

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No, Advertising Can’t Save a Brand Under Siege

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 […]

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