The Spatial Science of Marketing Segmentation

During my undergraduate years as a geography and economics major, a professor shared his belief that everything in the world can be related to geography, because geography is the spatial science focused on where things are and why they occur there. Geographers seek to answer questions related to location, place, spatial pattern and interaction when studying a cultural or physical environment.Read full post...

What Inspires You and Your Business?

Inspiration is defined by the New Oxford American Dictionary as “the process of being mentally stimulated to do or feel something, especially to do something creative.”

Motivation, stimulation and encouragement are powerful forces for human beings. Together they lead to inspiration, which spurs creativity, inventiveness and brilliance. In my opinion, inspiration can motivate individuals to do things they would otherwise not think possible, to act in ways that allow them to achieve success, and to reach new heights far outside their comfort zone. I believe inspiration can come in many forms, but with a focus on creating something positive, inspiration always drives greatness.Read full post...

Why Content Marketing Is a Good Tactic for Healthcare Marketers

By David Brond and Samantha Oscar

Content Target Marketing StrategyContent marketing—the business process focused on creating and distributing relevant and valuable information to attract and engage target audiences with the objective of driving action—is one of today’s business-growth strategies getting a lot of attention from marketers in many organizations, including those in healthcare. And with good reason.Read full post...

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Marketing Is Alive and Well

June 1 marks the 119th anniversary of Mark Twain’s well-known quote: “The report of my death was an exaggeration.”

It seems an appropriate time then to report that any rumor suggesting that marketing is dead (and branding is meaningless) is also an exaggeration. Last month, SSRS, a full-service market and survey research firm (www.ssrs.com), completed 1,000 interviews with adults ages 18+ across the United States. The SSRS Omnibus Survey uses a dual-frame model (RDD and cell) with 60 percent of the sample cell-phone respondents. Two of the survey questions suggested by ab+c Creative Intelligence were related to consumers’ current opinions of marketing and branding.Read full post...

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How to Build Your Personal Brand

Tips to creating a strong personal brand.

What is your personal brand?

“We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”

—Tom Peters

The term “personal branding” was first coined in 1997 by leading business-management thinker Tom Peters. A personal brand is formed by an individual’s professional reputation and online image, as well as personal characteristics such as work style, community engagement and worldview. It incorporates all the skills, talents and areas of expertise an individual has cultivated over his or her lifetime.Read full post...

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Using Research to Guide Branding Efforts

research2Congratulations. Your organization’s leaders have decided to establish a new positioning statement, brand platform, externally facing mission statement and even a new slogan. And they want you to come up with concepts and copy to get the message out. Now what?

Before you jump in head first, put together a work plan to collect marketplace research in order to create a brand platform and strategy that will support your organization’s suite of current and future products and services.Read full post...

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The Benefits of Co-branding

What benefits can co-branding bring to your organization

When co-branding makes sense the benefits can be high for all involved.

Let’s say you run a successful organization, and you’re asked to co-brand your business with another business. There are several good reasons for doing this, and a few things to consider to ensure you do it right.Read full post...

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The Benefits of Selecting an Agency of Record

WHy work w an AOR

What benefits working with a full-service agency can offer over a project shop.

In the end, designating an advertising Agency of Record (AOR) for your organization should be a decision based on the strategic, long-term marketing and communication needs of your stakeholders in your marketplace.

I know what you’re thinking. My conclusion may sound biased, since I am employed by a full-service ad agency, I can also offer this opinion from the perspective of a CMO with more than 25 years of experience from the client side in healthcare, higher education, and professional services institutions.Read full post...

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4 Marketing Resolutions for 2016

What are your marketing resolutions for 2016?

What are your marketing resolutions for 2016?

The New Year gives us a clean slate and an opportunity to make resolutions to improve our lives. Typical goals and resolutions include losing weight, exercising more, improving finances, getting a new job or procrastinating less. Which, I’m sure we’ll all fully accomplish this year.

Yeah, right.

According to recent research published in the University of Scranton Journal of Clinical Psychology, while nearly 45 percent of us make New Year’s resolutions, only 8 percent actually keep them.Read full post...

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Organizing media buying efforts after reorganization

You have three approaches to choose from when deciding on media planning and buying for your organization: centralized, decentralized or a hybrid.

Reorganization. If your organization is going through it, you’re also going to have to deal with reorganizing a very important marketing function: media buying.

You have three approaches to choose from, each with merits and disadvantages: centralized, decentralized or a hybrid.Read full post...

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