A brand refers to the unique, intangible, and often indiscernible, association prospects and customers have regarding your products and services. That’s why it’s important for internal stakeholders to understand what your brand stands for, because there must be alignment between how customers perceive the brand...
I can say, without a doubt, that no book better sums up the work I’ve done for the last 15 years better than Subtract. It’s focus on removing elements as opposed to adding new ones to get out of ruts, solve challenges, etc., is music...
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...
What is successful small business content marketing? Your customers come looking for your products and services because of a challenge that’s arisen; to earn their business, focus on earning their trust and—most importantly—their attention. Successful small business content marketing involves the creation of content that...
What is content distribution? Content distribution refers to the dissemination of your brand’s various content types across platforms to a desirable audience you do business with or wish to do business with, or both. The distribution of your content involves paid, owned and earned channels...