Branding

There’s no denying that digital marketing is at its peak — the problem is, many of the platforms we use have plateaued. As we strive to find innovation in branding, it may be time to look past what’s already been established to make something new of our own. As consumers become savvy to how brands […]

Savvy business owners understand the importance of intellectual property (IP) to their business’ success and most can name patents, trademarks, and copyrights as some of the various forms that IP can take. But the distinctions between copyrights, patents, and trademarks is often confusing and misunderstood, even by business people that regularly deal with IP. But not […]

As a startup one of your most important assets is your brand and that brand is usually embodied in your company name and logo. The valuable time that you invested in coming up with just the right creative name and developing the branding and marketing around that company name is impossible to measure. After creating […]

So you want to be a millionaire? Well, turns out it’s not as hard as it used to be. Entrepreneurs with niche products like spherical ice cube molds and edible vegan cookie dough are raking in the other kind of dough with thousands of orders rolling in to an online store they built themselves (one […]

Founding Jive Software CEO Dave Hersh defined the enterprise community and collaboration category from 2001 up to the company’s 2011 IPO.  Since then, the space has changed dramatically as businesses have realized the importance of building engaging, valuable communities of professionals and supporters. So it may come as a surprise to learn Hersh recently acquired […]

Congratulations on eyeing the international market for your business growth. We are living in an age of globalization and more and more companies are recognizing the profitability of taking their products and service offerings globally at a relatively small incremental cost. It is an easy calculus to recognize that international consumers are able to be […]

Email is a notoriously fickle channel. Something as simple as tweaking the subject line can be the difference between an 8 percent or an 80 percent open rate. Companies that get it right earn an average of $38 per dollar spent, the most of any marketing channel. But for every success story, there are half […]

“Authenticity” has likely been mentioned more than once in any modern company boardroom. And for good reason: A 2017 study from Cohn & Wolfe revealed that 91 percent of consumers reward “authentic” companies for their behavior, purchasing their goods or recommending them to others. But all of the strategizing and positioning that goes on behind […]

What would you guess is the world’s most in-demand field? Healthcare? Data science? Accounting? Believe it or not, it’s customer success. According to LinkedIn data, the ratio of jobs to current workers is 32.5 percent for customer success managers. For perspective, that ratio is 31 percent for data scientists and barely 1 percent for mature […]

Why break the bank for your marketing needs when you can brainstorm your way to a killer marketing plan? The best marketing ideas come simple and cheap but these ideas do not come out of the blue. Your actual business plan will require an out-of-the-box, innovative thought process. You’ll want to get your marketing wheels […]

Experiences have flooded the marketplace. Whether they’re investing in pop-up stores or festivals, brands have recognized the major shift happening. The IPA Bellwether Report found that in the U.K., experiential marketing was the only area to experience significant growth in spend in 2017 besides internet marketing. Similarly, EventTrack found that American consumers gravitated toward the […]

The true origins of the word swag are unknown. Swag means a few different things, but in the corporate world it typically refers to promotional products. You know, that stuff you get handed when you walk around the expo hall at conferences. All those pens, flash drives, stickers, and cheap sunglasses are used as giveaways […]

We all dream of coming up with the next ingenious idea that redefines an industry, or creates one from scratch. Netflix opened the floodgates to the world of streaming content, and they benefited enormously from being the only players in town (at least, for a few years). Uber capitalized on an existing need–transportation–but provided a […]

To what extent will artificial integration (AI) change how we do things going into the future, particularly in the field of web development? This debate has been going on for quite some time now, some arguing that AI will soon replace humans on all tech-related jobs. Truth be told, automating the web development process will […]

Marketing a product or service has never been more complex. Consumers are interacting with brands across more disparate channels than ever before. At the same time, every single market is bloated with products — more than 30,000 new consumer products launch each year, 95% of which are destined to fail. So how can any marketing team hope to […]

Brands have always used a host of different tools, from advertising to product design, to clearly define themselves to their audiences. They understand that without communicating their voice, values, mission and approach, many brands would feel largely interchangeable. Sure, Nike makes sneakers and apparel for athletes, with a message that speaks to speed, design, and […]

Into the realm of visual merchandising, we are going to see how this vital and exciting marketing technique can propel sales in the fashion business. Retail stores have long been using visual merchandising as an effective way to provide customers with a unique experience of purchasing products. Here is why online startups cannot afford to […]

It’s always on the checklist for a business and startup founder — get media attention. And of course, you want that attention – it will put eyeballs on your product, which may lead to users, which can bring money, potential investors, and all the other wonderful things that can come from matching the right product […]

Did you know that it costs five times more to acquire a new customer than it does to retain a returning one? The importance of customer loyalty is enormous. Focusing on improving your brand image to increasing cross and up-selling opportunities — the loyalty business strategy will increase your profitability and enhance recognition. You will […]

The coronavirus crisis has made it critical for companies to ensure their websites get ranked in search results. There’s no silver bullet or a dedicated tactic. Only a combination of multiple efforts can provide a good rank for local businesses. And this is where (GMB) Google My Business comes into the picture. How GMB Can […]

In an age that everything goes viral on social media within a few hours, disinformation and black propaganda is the last thing that a business needs. An unhappy customer, competitors, or even foreign government-affiliated attackers can be the director of a wide-scale disinformation campaign. Big brands are usually the common targets of disinformation campaigns due […]

Ask any startup what their biggest challenges are and “demand generation” will probably make the list. It’s not a new company problem, though. Established organizations also need to answer the question, “how do we get people to care about us?” In this article we’ll cover everything you need to know about demand generation, from its […]

It takes years to build a reputation and only moments to destroy it. Amidst an unprecedented (ugh – not that word again!) trading surge, the Robinhood CEO had an impossible tension to navigate. How to address big-picture business concerns, while appeasing the interests of investors and company employees. I’m sorry to say that employees got […]

It takes just 50 milliseconds for users to form an opinion about a website. Fail to make a positive impression and visitors will quickly hit the back button. It’s clear that aesthetics have a strong impact on how users judge a website. But there are two other aspects you shouldn’t overlook — SEO and UX. […]

The power of influencer marketing is multidimensional, as it simultaneously affects different aspects of brand success: exposure, reputation, audience engagement, customer loyalty, and conversions. Influencer marketing is a way to tell your company’s story to the millions simultaneously through the mouths of those who already have the ear of your target audience. Here is word-of-mouth […]

First impressions wouldn’t matter so much if we could all get second chances to make the right first impression. But this is never the case, hence the need to ensure that people’s first contact with your business is a memorable one. This first contact is often your brand name. Here is why your brand name […]

In the 1980s, Jan Carlzon, President of Scandinavian Airlines, introduced the concept of the “moments of truth” to his organization. In Carlzon’s words, “The Moments of Truth are the various points at which people connect with the brand.” Here is how to use six moments of truth to create a strong bond between your customers […]

Whether it is a start-up or an established one, marketing teams of every business strive to generate more and more customers who genuinely show interest in your product or service. Generating these customers is known as lead generation, where through transparent means of communication, you develop long-term relationships with customers rather than chasing them randomly […]

Every time you use your Google Lens camera to find an unknown object, you are conducting a visual search query. Whenever you upload an image and use Google’s Reverse Images to find similar content — yep, that’s visual search. If you use a style match app to creep on fashion bloggers’ outfits, that is also […]

Every business owner wants to create a buzz when they launch a product or service. Being a businessman, you and many others have been spending a lot on advertisements and digital marketing. The purpose behind all the efforts is to let the business grow and to attract more valuable customers. Here are ten proven ways […]

More people than ever are shopping online. In 2019, e-commerce retail sales equated to 14.1% of global sales and by 2040, 95% of purchases are expected to come from e-commerce. Here are five reasons your own website is killing your sales. Clearly, there’s never been a better time to sell online. However, there are a […]

Entering the market flooded by well-known companies is quite a challenge. Yet, not for those who know the market rules and turn them into their advantage. If you’ve founded a startup and aren’t quite sure how to make a way among your renowned competitors, you’ve got to the right article. There’s something you can do. […]

Are you technologically challenged? In a world of rapid change where social media, online platforms, and virtual reality are transforming the very essence of civilization; any person or business falling short of the requirements to survive in the digital age is basically technologically challenged. But there is hope. Here are five reasons why you should […]

Startup founders are trying to figure out how to fundraise through a pandemic and economic crash. New talk of capital efficiency is gratifying, but there was another lesson from pre-COVID-19 valuation struggles. Morality matters. Venture capitalists and early-stage investors have told all of us, founders are critical to a startup’s valuation. These investors also tell […]

Over the past two decades, SMS marketing has become so ingrained in our lives that we don’t even pause to consider what life was like without it. Despite that, marketers still don’t regard the platform as highly as email or social media marketing. What a mistake. Here is what the future of SMS marketing is […]

Are you considering starting up your own business? The reality is that the world as we know it has changed. And, no one really knows what the future holds. Consequently, it is understandable that people, especially those who have either had to take a pay cut or have been furloughed. Therefore, the biggest challenge, apart […]

As businesses in every industry scramble to improvise “contactless” strategies for interacting with customers and delivering products and services.  The adoption of voice search technology has rapidly accelerated for everything from internet searches and shopping to ordering food from a table in a restaurant. Here is how brands flock to voice search as 2020 goes […]

Blogger outreach is developing relationships and is maintaining the same with some relevant bloggers as well as offering them high-value and relevant content which their audience and readers will find useful and engaging. It can, therefore, increase your organic search visibility when bloggers with established and trusted sites link to your website. There are a […]

Building trust is important for every business, but it’s even more essential for startups. If no one has heard of your product yet, and nobody trusts your brand, how can you expect your business to take off? Here is how you can use video to build client and consumer trust in your startup. The Early […]