Building Brands
By Tom Marin
About Tom
Tom Marin is the managing partner of MarketCues.com and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.
Three Basic Rules of Strategic Planning
Many business owners have taken ownership of their company’s direction and are finding improved results by doing so. To get your strategic plan on the right path, there are three basic rules that you must follow:
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How to Approach Your Next Rebranding Project
The commonly accepted formula for determining a brand’s value is (Product Benefit + Brand Equity)/Cost. However, you arrive at a brand’s truest value by adding in the Marketing Benefit. Today’s customers and consumers want to form a relationship with their brands of choice.
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Four Tips to Make Your Next Webinar a Success
Webinars have replaced introductory sales meetings. More and more business people are “getting to know” companies by first attending one or more of their webinars before they respond to a telephone call from an eager-beaver sales representative or shake that rep’s hand for the first time.
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How E-Mail Marketing Helped a Company Grow
Here’s a real challenge: Figure out a way to grow higher sales using a lower budget. After a fairly quick analysis of a company’s overall marketing, it was readily apparent that it was relying on extremely traditional media communications that leaned heavily on trade show exhibitions, print advertising and direct mail.
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Caught in the Communications Speed Trap
The speed of communications has greatly increased because of more powerful computers. Speed has become a standard that has seriously messed up organizations’ strategic marketing and related communications, because it’s so doggone easy to get stuff out.
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