Katie Karsh What my business card says: Assistant Account Executive What I actually do: I’m the driving, creative voice that opens the door to new opportunities for my clients. Whether it’s an organic food company or a storied nonprofit organization, I breathe life...
Why would a brand with 60 years of recognition suddenly change its name?
Most brands need to innovate to stay competitive in their industry and relevant to their customers. But straying too far from what customers expect can clearly lead to trouble.
Are you strongly #TeamLaurel? Or squarely #TeamYanny? No matter which you are, you’re wrong. Because both are right.
Marketing plays a big role in how customers perceive your brand, but it’s ultimately a two-way street. Find ways to embrace and leverage how customers use your products and services rather than fight against it.
The best marketing campaigns don’t create something brand new. They capture a familiar feeling in a new or compelling way that your customers can relate to.
Even the best business strategy won’t work if it’s not supported by and compatible with a strong company culture.
Think beyond the products or services you offer. Look at the experience customers get from your brand and come up with big ideas to enhance that effect.
When naming your business, consider the fundamentals of your brand experience and how you want to be perceived.
If bad publicity is what you’re receiving, find a way to use it to your advantage.
Sticking with a consistent brand can deliver fortunes long term, but you can’t let the message get stale.
Just because a campaign only gets attention two days a year doesn’t mean it can’t generate real marketing power.
With art, a person’s emotional response to a piece does not determine its quality.
In most businesses, marketing’s a one-way street. But great things can happen when marketing also has a say in developing products.
The unfortunately named Ford Edsel is a lesson in how easy it is for leaders to lose sight of the work that goes into effective branding.
The history of the remote control shows that people have never liked being interrupted by poorly crafted sales messages.
Why companies should consider streamlining internal processes a competitive advantage.
Acknowledging that your perspective might not be universal is a step toward more effective marketing.
What we found helps clarify exactly what content marketing truly is, by highlighting what it isn’t.
Marketing is often hard to measure scientifically, but don’t just assume that means it’s ineffective.
Big Ass Fans shows that it doesn’t matter how conservative, technical or obscure your business seems.
Stephon Marbury’s “Starbury” shoe shows the importance of differentiated marketing.
You can’t be an authority and a trendsetter without ever saying anything groundbreaking.
Missed some of our most popular newsletter editions from 2017? It only takes a few minutes to catch up.
Montgomery Ward leadership twice missed the potential of this holiday classic.
In need of projecting a dignified image, Philadelphia Electric Company conveyed a message through its power plants.
How one press release started a media frenzy and a new holiday tradition.
If you want to stand out from your competition, you need to be brave enough to do something that’s never been done.
The renowned clothing retailer shows marketing isn’t confined to a particular department.
If you want your message burned into your audience’s memory, you need to keep adding fuel to the fire.
If you want to be successful, you can’t be scared to try something new.
Coming up with creative ideas is only half the battle. You also need the stomach to execute on them.
The complicated branding backstory behind one of the NBA’s best slogans.
They didn’t just promote the features of their product. They convinced society to smile.
It shows marketing can do more than just push products. It can actually create markets.
When SportVision’s business was threatened, the best defense was a strong marketing offense.
The Judgments of Paris and Princeton showed how much perceptions affect palates.
The concept has shown that businesses can work together to grow the financial pie.
If you look at it like it’s a marketing message, it’s clear why the story of Eagles fans throwing snowballs at Santa Claus became so well known.
It’s a great example of how marketing can help diversify income streams.
Here’s our definition of content marketing, and how to do it right.
By using a suite of creative marketing ideas, they created a distinct story.
By being open and actively promotional, they galvanized support.
And why companies should create deeper connections.
They’re an easy way to earn credibility.
Leaders shouldn’t be afraid of making waves.
What the Yom Kippur War has to do with your corporate brochures.
Tobacco companies once produced millions of cards to help sell cigarettes.
Here’s a thought leadership example that stands the test of time.
From anonymous bottom feeder to high-brow cuisine.
Simplification is tough. But, in many ways, simpler’s better.
It’s basically free marketing advice that’s actually fun to read, delivered every Monday.
He was willing to do what hadn’t been done before, and made his customers and employees the priority.
Vin Scully’s a revered sports figure, but he was also an amazing storyteller.
This October marks the 15th anniversary of “Good to Great” by Jim Collins, one of the most influential business books in history.
Business people have a lot of explaining to do. Literally.
There used to be a time when all PR firms did was announce stuff. That time is long gone.
It’s crazy how many examples and lessons from this book we use all the time.
Philly’s soda tax debate is a textbook case study on the art of defining and framing an argument.
Truth is, the large majority of businesses should focus on marketing fundamentals.
The most fundamental part of marketing is communicating what, how and why a business does what it does.
This classic coined the term and still holds up today.
When Pulitzer Prize-winner Charles Duhigg published “The Power of Habit,” he became a busy man.
There are some public relations and crisis communications lessons from Sam Hinkie’s tenure with the Philadelphia 76ers.
If you’re in a sales function, this is required reading.
Carmine Gallo describes in great detail why so many presentations given at TED conferences have gone viral.
The evolution of selling, and how to do it right in the 21st Century.
Does the world need more creative ideas, or more creative action?
“Business Adventures” is a perfect pairing of business insight and storytelling.
The year 2015 marked a significant milestone in marketing’s evolution.
The term “brand” is so overused. That’s why “The Brand Gap” is arguably more useful now than ever.
“The Power of Habit” is called a “business book,” but it’s a fascinating read in general.
It’s an essential guide to business storytelling.
Or, how your creative ideas and abdominal muscles are a lot alike.
We love sharing smart stories. That’s why we’re starting up a book club.
How many PR professionals are there, and how many journalists are there? There isn’t a simple answer.
It’s all about authenticity.
Was Meek Mill’s beef with Drake a smart marketing move?