Demystifying the power of branding “What is branding, anyway?” That’s one of the most-asked questions I get from small business owners. “A brand refers to the unique, intangible, and often indiscernible, association prospects and customers have regarding your products and services,” I say to them....
My opening to the group of entrepreneurs I spoke to earlier this week was “You must build a brand. The success of your business depends on it.” During the talk, sponsored by Selph Marketing, I shared how-to advice on a number of topics I’ve seen...
My recent experience of buying a washing machine after my old one suddenly went kaput gave me a new appreciation for customer experience. In many ways, it’s now more important than brand, especially for small businesses. In my experience of working with brands of all...
Why hire a consultant? Small businesses of all sizes can benefit from hiring a consultant, in large part because of the wealth of experience, industry knowledge, and problem-solving ability consultants bring to the table. Consultants, because they have often worked with dozens—if not hundreds—of similar...
Most conversations involving content strategy begin with an explanation of what it is. I believe this is incomplete. The benefits of content strategy are best understood in relation to what it does— impacts brands’ bottom lines. Content strategy is the glue that holds together the...
The story of how I learned that going viral is overrated is as painful as it is vivid in mind years after the incident. It begins with a Midwestern friend and fellow angler who was enjoying a comfortable retirement until I chose to fish with...