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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 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 >>

Industry Centers:

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 >>

Industry Centers:

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 >>

Industry Centers:

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 >>

Industry Centers:

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 >>

Industry Centers:

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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Introducing “Appy Hour”

With so much transition up in the air, there are new opportunities to innovators in pretty much every market sector. Best ideas usually win out. The question is who will be the new leaders? Perhaps it won’t be the standard computer companies, but some kind of new application house that puts everything together for us without using a restrictive proprietary software and hardware solution. That would be nice wouldn’t it?  Read More >>

Industry Centers:

The Printing Industry Once Again Misses the Point

The print vs. digital debate raged in recent weeks between the Printing Industries of America and the founders of Google. Our industry has to figure out—sooner rather than later—that it’s in the communications business, not the printing industry.  Read More >>

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Why Do Great Brands Take so Long to Build?

It’s critical to never take your brand leadership position for granted. Consider Borders, Books and Music or the many other great brands that are no longer with us. It simply takes a long time to build a brand into a leader because customers and prospects want to see the brand’s true value—proven over time—before they fully commit.  Read More >>

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Four Critical Steps that Build Successful Brands

It’s a weighty assignment to try and cover all of the internal and external communications required to develop a winning brand. Here are four simple steps to move your brand planning from the starting line to the finish:  Read More >>

Industry Centers:

What’s Your Brand Worth?

If you’re having trouble getting customers and prospects engaged with your brand, you’re not alone. The usual methods of developing and managing a brand are suspect if you are in this position. Perhaps it’s time to make some mental shifts about your brand.  Read More >>

Industry Centers:

Do You Have the Right Customer-Engagement Goal?

The rules of customer engagement have changed. It’s no longer about the total number of hits, impressions or likes. The reason the majority of social-media and marketing programs are ineffectual is because their tactics are often mixed and focused on numbers, rather than clients needs, interests and wants.  Read More >>

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Want to be Big? Think Small

Three easy steps can lead you to successful strategic planning for growth—think small, produce big ideas, and take some risks. If you prepare extensively and are honest about its true market position, you can find a way to set your company apart.  Read More >>

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