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Tom Marin

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.

 

Be Careful What You Write

Knowing your market and understanding your customers’ interests will help you define what you should and should not write about. Social media is not the 'answer all' that has to be used in every single step of your overall marketing communications. But it is certainly a part of the journey and so, discovering what your customers are mostly interested in is the most important thing you can do to begin.  Read More >>

Industry Centers:

Tapping the Social Media Opportunity

There are literally thousands of additional online outlets “Channels” that are useful to many types of businesses that are not associated with the Big Four: YouTube, Facebook, Twitter and Linkedin. Do you know which ones are relevant to your business?  Read More >>

Industry Centers:

Is Social Media Just for Marketing People?

We know from working with hundreds of companies that strategic leadership is the number one driving tool that brings innovation, ingenuity, and business results. We think this should be the activity of everyone in your organization, not an isolated few. Finding how to begin this process can be daunting if you haven’t been practicing it, so here are a few cues to get you started.  Read More >>

Industry Centers:

Is Rebranding Essential?

It’s important to realize that products have a natural life cycle. Brands, on the other hand, live well beyond the products they represent. This is why it’s essential to understand that branding’s true purpose is to build a uniform belief of quality, credibility and experience with the brand’s intended audience. It’s far more valuable to have a customer trust your brand than one of your specific products.  Read More >>

Industry Centers:

Getting Real About Branding

In the branding space, there are two realities. The first consists of market demographics, media calculations and frightening rules of thumb to guide brand owners in their strategic and spending decisions. The other reality exists in the space where most brands actually live. Tom Marin presents six sure ways to set your branding on a northward bound trajectory.  Read More >>

Industry Centers:

Good Branding is Expensive. Great Branding Can't Be Bought.

What most people don’t understand is that a branding campaign isn’t a paid activity, program or solution. It isn’t a phrase or slogan, and it’s certainly not a logo. It’s a life-long process that takes everyone in the company to make it a success.  Read More >>

Industry Centers:

New Font, Ryman Eco, Uses 33 Percent Less Ink

A new font has emerged inspired by a 14-year-old kid. His story got some "ink" and captured the attention of British agency, Grey London who went to work with Monotype, a world-class font company, to create the first truly eco-friendly font. The font is called Ryman Eco.  Read More >>

Industry Centers:

How to Lose a World-Class Strategy in Three Easy Strokes

Just look at the myriad of companies that start strong and then find themselves going out of business. Why does this happen over and over again? According to the Department of Commerce, only one out of 10 businesses make it to year 10, and of those that do only one out of 10 will make it to year 20. These are horrible statistics since the majority of U.S. businesses are privately held.  Read More >>

Industry Centers:

Five Things Great Leaders Do (That Others Don’t)

Despite market competition racing at incredibly faster rates that started with content rich driven marketing, our analysis of the marketplace reveals a sorry state of affairs: fewer than 20 percent of medium size or larger corporation employees can state the value proposition and strategy currently in place and the majority of senior executives spend as little as 10 percent of their month on strategy.  Read More >>

Industry Centers:

It Might Not Be Your Strategy...

There is a constant debate about whether Strategy or Execution is the most important. I’ll leave that to you to decide. One thing is for sure though. Without a consistent and persistent driving sales management program in your organization it is doubtful you will experience the success you envisioned.  Read More >>

Industry Centers:

The Three B’s of Business

Regardless of the size of your business there are three B’s that drive it, and having a true working knowledge of them are key to its success. The first B is the business of the business.  Read More >>

Industry Centers:

A Few Thoughts on Strategy...

Success does not come overnight. Smart marketers know this and are prepared to sustain their strategy over the long-term understanding that long-term yields usually takes time to nurture and grow.  Read More >>

Industry Centers:

They Told Us It Was Boring...

We were all taught that old-fashioned typefaces were “boring.” These experts have offered this advice as clients, designers, and even instructors. Well, it turns out they were wrong.  Read More >>

Industry Centers:

Seven Reasons Executives Are Still Queasy About Tablets

There’s an enormous change in the computing marketplace and yet many executives are still reluctant, even queasy about placing their marketing spend into tablets and getting on board. It’s amazing given the facts.  Read More >>

Industry Centers:

Start Small. Think Big.

What has helped many businesses and nonprofits is knowing what their true north is: their core strategy of what makes them different and better than everyone else. If you haven’t determined that for your business you are probably experiencing some of the residual effects that come from a lack of direction.  Read More >>

Industry Centers:

Why Implementation Requires Three Lenses

Whether you are trying to add new customers from your existing markets or add new customers from new markets, convincing your customers that you fully understand them will give your strategy the forward tilt it needs to build momentum and new business for your company.  Read More >>

Industry Centers:

How On-demand is Your Strategic Offering?

Brand owners must always be “on” and always be relevant if they wish to stay competitive in today's marketplace. This can lead to strong market positioning and growth.  Read More >>

Industry Centers:

Good Strategy Starts with a Question

The old tools of pushing out brand messaging and hoping someone will pay attention and seek out your company are gone. From now on knowing what your customers are asking should determine where your company goes next. And that starts with the right question.  Read More >>

Industry Centers:

The World’s Top 10 Brands and What We Can Learn from Them

The number one lesson the top 10 brands can teach us is that your company should pick a long-term strategy and stick to it, and not let fluff or emotion cloud your judgment or change your direction. That’s not how big brands are built.  Read More >>

Industry Centers:

Are You Leading Your Industry or Following It?

Once a company’s planning committee understands how to drive long-term growth, it will never go back to short-term cost-cutting methods because they understand that these same expenses will reoccur in the not so distant future!  Read More >>

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