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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.

 

Spend Less Time Searching and More Time Learning

When planning strategic communications, you should always keep in mind that the Internet has provided prospects with a sense of empowerment they lacked just 10 years ago. This hasn’t made things simpler, rather, it’s complicated the discussion.  Read More >>

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When Was the Last Time You Stripped Down Your Marketing Spend?

Understanding the Revenue Calculator gives you the perfect and easy-to-use tool to analyze all of your existing marketing campaigns and any you might be planning. A solid ROMI factor is 3x so anything above this point is a significant success.  Read More >>

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Doesn’t This Social Media Plan Look Simple?

Companies that establish a strategic runway for their social media plan—and follow it—are the companies that most often achieve the success all companies state in their primary objectives. Do not abandon ship before it makes it into the dock!  Read More >>

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The Difference Between Pursuit and Necessity

Despite all the reports that the economy is improving, this bloggist believes we are still in the "Great Recession" so it's smart to move everything you are doing out of the necessity column and into the pursuit column.  Read More >>

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The Problem with Success

If you keep working at your business and put aside immediate profits for the sake of future success, you can be reasonably confident that sooner or later you will find your niche. The problem is, once your niche becomes your success you will stop looking for new ways, new innovations, new paths, because your success will speak for itself.  Read More >>

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The Click-through Generation

If you have been trying to think through your next strategic push, consider the click-through strategy. When in doubt, lean toward instant. Customers will feel good about it and will put their money where your service is.  Read More >>

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Use a Visual Cue to Ask a Question

Using simple visual cues on your Website, in your interactive tablet presentations, and in your sales presentations seems so simple, yet its impact is very compelling and persuasive. With just one click you will be able to open up a meaningful conversation.  Read More >>

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How Smart is Your Brand Strategy?

Most brand marketing programs include a value positioning statement such as “Here’s who we are” or “Here’s why we’re important” or “Here’s what you can learn from us.” Although those thoughts generally describe your brand and the overall ideas of it, they make it harder for your customers and prospective customers alike to understand the main idea of your brand.  Read More >>

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One Brand, One Thought

When you apply “one brand, one thought” to your brand strategy and messaging you will be on the way to creating a new kind of clarity of thought and impact that your audience will truly appreciate.  Read More >>

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Are Good Looks and Great Copy Enough for Your Strategic Branding?

Creative branding usually does not make a brand successful. Creative brands do. So if you happen to be looking for the next big idea from your creative digital agency to re-launch your company after years of stalled brand growth, you might want to begin your search with some intelligent strategic planning. That should be done in-house, or guided by an outside firm but focused on your in-house management team.  Read More >>

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Why Five is Greater than 50,000

For those of you not lucky enough to work in the TV age, we were able to harness massive televised networks and get our “message” out there quickly. Then, it was more about who could grab the most number of people’s attention and pull them in with our creative brand marketing campaigns. Boy I miss those days!  Read More >>

Industry Centers:

Are You Having Trouble CONTENTtrating?

It turns out that social media is a balancing act that requires a significant amount of concentration and therefore a significant amount of time. Therefore, for many, your CONTENTtrating decision brings you to what motivated you to begin posting content in the first place.  Read More >>

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Are You Running Your Business or is it Running You?

I would like to do is take a few steps backward and analyze why so many entrepreneurs are stressed out so much of the time, even when their businesses are running well. And actually, this applies to corporate executives as well. The challenge of business owners and managers today is to understand they can do their best work if they figure out they can’t do everything.  Read More >>

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Failing to Plan is a Great Way to Go Out of Business

Strategic market planning is often viewed as the practice of the largest corporations. But how do you think they got to that size? It wasn’t by playing Russian roulette with their company and investments! There is an efficient way to go about planning and here are a few steps to follow.  Read More >>

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Three Questions that Will Drive Growth

Knowing the right questions to ask can develop a favorable environment for both management and employees to work together toward developing a new set of objectives and strategies that will drive business growth.  Read More >>

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With Businesses to Build, Companies Consistently Postpone Strategic Thinking

The marketplace has been making companies jump through hoops partly because there are so many service providers to choose from and partly because the economy has made them extremely cautious. Companies want to make sure the firms they are hiring and contracting with are expert in their field, their skills are up to date, and they have a strong track record of delivering what they promise. All good practices to keep in mind when developing your company’s strategic market plan.  Read More >>

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What to Focus on in a Tough Economy

A multi-niche strategy spreads your risk among many markets and protects you from the Win or Lose scenario a single-market company can experience. Graphic arts and printing companies often make this mistake by “specializing” in one market. Usually, the reality is, these specialties occur because the company doesn’t have a proactive growth plan so they naturally tend to attract the same type of customer in the same market. Great in good times, bad if that market goes away.  Read More >>

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PostNet’s View on the Future of Print: An Interview with CEO Steve Greenbaum

As a leader in the printing franchise business, PostNet has grown steadily and profitably to over 200 million in revenues with 700 franchises worldwide. Noting that only 50 percent are in the United States, Steve Greenbaum, PostNet’s chief executive and founder, said it took 30 years to build his company to where it is today.  Read More >>

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Strategic Recommendations, They Are A Changing

Social media is at the heart of the rapid transition from print to relevant digital marketing and the absolute demand by advertisers for a strong Return On Marketing Investment (ROMI) from their advertising agencies. This has been brewing for quite some time, but it seems that we are about to reach a tipping point, and once we do, there will be no going back.  Read More >>

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Two Musts for a New Strategy: Honesty and Courage

Often company executives know things are not working properly but they are afraid to make a major shift. What happens if the new direction is worse than the current one? This occurs in corporations, entrepreneurial firms, and nonprofits alike. Almost always a company’s strategy is entirely responsible for the results that it is achieving, and leaders are entirely responsible for that strategy.  Read More >>

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