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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.

 

How Well-Positioned Brands Drive Value

Knowing the answers to what customers are searching for before you start the branding process is an absolute requirement to successful branding—and one that is often overlooked.  Read More >>

Industry Centers:

Five Simple Ways to Increase Your Brand’s Impact

As of 2013, there were approximately 10 million brands in the world with one billion Websites that are active. That’s clearly a lot of brands providing potential customers with a huge number of choices. With an average daily exposure of 170 advertising messages there is a good amount of messages battling for mindshare for a customer’s attention. The following are five quick, innovative, DIY ways to improve your brand’s performance.  Read More >>

Industry Centers:

Will Your Strategy Last 10 Years?

Today any organization of any size needs to have an extremely well developed Corporate Strategy if it hopes to stay in business during today’s incredibly multi-sliced marketplace. In order to build a foundation for your organization and its brand there are four knowledge areas you should consider focusing on.  Read More >>

Industry Centers:

Closing the Perception Versus Reality Gap

MarketCues has dedicated itself to explore innovative ways to quickly bring fresh new insights to an organization that adds immediate value. Understanding the "Gap" between what is and is not understood by the organization as a whole is often the key that unlocks explosive growth.  Read More >>

Industry Centers:

Six Steps for Creating a Successful Brand Name

The naming of a company or a brand can be incredibly complex, but following these six simple steps can greatly simplify the process. Whether you are looking for a name that is challenging, logical, inspiring or industry-specific, the naming process can prove enormously rewarding if done correctly.  Read More >>

Industry Centers:

Are You Moving Paper or Markets?

As a brand marketer you know that it’s essential to look back at the strategic solutions that have worked best and drop the ones that haven’t. That’s a lot better than holding your breadth hoping that your business will grow on its own.  Read More >>

Industry Centers:

Why Asking the Question 'Why' Is So Important

The day of simply proving to customers you have what they are looking for is gone. Today’s smart marketers know that in order to grow their customer base they need to surprise their customers with added benefits, even those they didn’t promise.  Read More >>

Industry Centers:

Marketing Is No Longer About Arts and Crafts

Today, strategists are charged with building the business, not just the brand, and doing it in a way that will produce both sustainability and scalability. That’s altogether different work than the traditional marketing path so many companies pursue.  Read More >>

Industry Centers:

Culture Eats Strategy for Breakfast

Don’t get me wrong, I LOVE strategy, but over many years of consulting clients and running our strategy firm, I have noticed there is a lot to understand when it comes to an organization’s culture. It really is what determines which organizations rise to the top and which ones simply survive or go under.  Read More >>

Industry Centers:

Why Ideas Can be a Bad Thing

If you’re running a business and or making strategic decisions for it, one of the worst problems to experience are too many business ideas. Frankly, they can paralyze your business by clouding your vision and rendering you with an inability to make the right decision.  Read More >>

Industry Centers:

Three Ways Little Companies Outsmart Large Corporations

Some companies try and cope with the market by waiting until everything is perfectly clear-sighted. The problem with this approach is by the time this has occurred large and small companies have already taken their strategic positions which leaves little room for you. If you feel you’ve reached this point it is probably time for you to consider a change in how you develop your strategies, and how quickly.  Read More >>

Industry Centers:

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 >>

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