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Sales are down. Your most formidable competitor has a new secret sauce and is stealing your customers. You lost your #1 position and are feeling the pain. And it doesn’t make sense because you are an aggressive marketer, you speak at industry trade shows, network heavily and have a vibrant online and offline PR presence. [...]
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Scott Seroka, Principal
. Posted 1 month, 3 weeks ago at 8:09 pm.Share:
The art of public relations dates back to 50 B.C. when Caesar penned a campaign biography about the Gallic Wars to convince the Romans to choose him as head of state. And to think there was no Twitter…
[ Read More ]Scott Seroka, Principal
. Posted 2 months, 1 week ago at 1:58 pm.Share:
If you compare Fortune magazine’s 2012 “100 Best Companies to Work For” against their list of “100 Most Admired Companies,” you’ll see that some pretty popular brand names including Google, Intel, Accenture, American Express, Nordstrom and Starbucks, share a spot on both lists. Earning a spot on two of the most prestigious lists in one [...]
[ Read More ]Scott Seroka, Principal
. Posted 2 months, 2 weeks ago at 7:33 pm.Share:
Back in my early 20s, I made a large investment into my own set of hand tools. At the time, I had my choice of Ace, Stanley, True Value and a variety of other brands, but I knew only one brand would do – Craftsman – Sears’ house brand of tools. As my father and [...]
[ Read More ]Scott Seroka, Principal
. Posted 3 months, 1 week ago at 4:39 pm.Share:
You’ve heard and read a lot about personal branding, and now you’re ready to post some blogs, upload some videos and build some social networking profiles! If the idea of blogging gives you writer’s block, you’re not alone. Coming up with compelling blog topics as a healthcare professional can be intimidating. First of all, [...]
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John Seroka
. Posted 3 months, 2 weeks ago at 5:56 pm.Share:
Brand development has little to do with designing a logo and crafting a brilliantly written tagline. Brand development is the process by which a company or organization unearths its evidence of distinction and communicates that evidence both internally and externally. The key word is Development. When embarking on brand development, consider eighteen brand metrics that [...]
[ Read More ]Scott Seroka, Principal
. Posted 5 months ago at 7:00 pm.Share:
Content is king. How many times have you heard that statement? A recent case study posted on the Marketing Sherpa website (www.marketingsherpa.com) makes the point that interesting, informative content is a great way to build your brand at a cost that is very affordable. The case study features a marketing automation software firm that launched [...]
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Doug Zoerb, Copywriter
. Posted 5 months, 1 week ago at 3:21 pm.Share:
Companies typically initiate a branding process when they want to redifferentiate themselves from competitors, increase sales, realign, or when they are on the tail end of a merger or acquisition. For many, the process usually starts with an external research study to gain insight on brand perception, identify top competitors, discover buying criteria and determine [...]
[ Read More ]Scott Seroka, Principal
. Posted 5 months, 2 weeks ago at 8:00 pm.Share:
If you could take a seat in a time machine and travel back a few years, you would see a litany of brands that were once either household names or enjoyed a heck of a good run before they lost their way and died. Circuit City, Borders, Saab, Washington Mutual, Northwest Airlines, CompUSA and plenty [...]
[ Read More ]Scott Seroka, Principal
. Posted 5 months, 3 weeks ago at 2:41 pm.Share:
In the fall of 1997, I was asked to supervise the creation of a website for my employer at the time, a manufacturer of heavy construction equipment. I had little expertise in this area beyond what I had read and seen online. But I studied the websites of several other companies, including a major competitor, [...]
[ Read More ]Doug Zoerb, Copywriter
. Posted 6 months ago at 8:59 pm.Share:
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