Exposing Business Cliche Over-Exposure
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.
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B2B Marketer’s Challenge: Cutting Through the Clutter to Persuade Top Management
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"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 […]
Read more "Let Engineers Tell their Stories"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 […]
Read more "Industry Origins are Popular as Business Stories"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 […]
Read more "The Value of Business Storytelling"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 […]
Read more "No, Advertising Can’t Save a Brand Under Siege"Can Advertising Add Value to the Brand?
Advertising, ye ‘old engine of capitalism, sure has been taking a pounding lately. Is it a victim of the “wild west” internet and the lovely chaos we’re all involved with? In the world of Web 2.0 marketing, value-add content (i.e. useful information) is king, and when everybody starts chatting, re-tweeting, and blogging about this valuable […]
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