A company’s content and advertising messages can sometimes stray dangerously far from the spirit of its brand identity because something sounds wonderfully creative or there’s a desire to push someone’s idea. Perhaps there’s an enticing piece of potential business beckoning, so why not take a brand strategy diversion to go after it? Because doing so… Read More »
By Chuck Sink Guest author Stacie Andrews gets the credit for this brilliant question: “What can you give your audience that is relevant to them and still relevant to what you stand for?” That, my friends, is exactly what I focus my business practice on and it requires honest self evaluation from leadership. At an agency I… Read More »
By Chuck Sink Engaging your audience is easy when you know what motivates them. You can grab their attention, hold it and then persuade them to take action with more ease if you use one or more of The Six E’s of Audience Action. Way back during the dawn of social media marketing development (like… Read More »
By Chuck Sink “You cannot be serious!” Imagine if John McEnroe had a meltdown about something he couldn’t believe was so… good! Every once in a while there’s a new product or service so damn good it’s hard to believeit’s available without an inordinate cost. For example, I’m amazed by the value of email marketing on Constant… Read More »
By Chuck Sink Executives and business owners will often call in a marketing company for ideas to help rejuvenate sluggish or declining sales. “We just need help attracting some fresh new leads for the sales team and we can handle it once we get them talking with us.” It’s a commonly expressed sentiment. My experience has… Read More »
By Chuck Sink The default position of almost every corporate communication decision is the watered down, safe, politically correct version of the story. Unfortunately, that’s the bogus version. The risk of offending one vocal audience member has executives cowering in fear of the social and political mobs. Honesty and truth are hiding in the minds… Read More »
By Chuck Sink We all want to make money, earn money, save money. Make no mistake. If you want to design and build the physical manifestation of your dreams, all it takes is money. So how do you view cash, the most liquid form of money? For any business, having sufficient cash on hand keeps operations running.… Read More »
By Chuck Sink Go ahead and “work your magic.” Savor those words coming from clients because they prove that you’ve earned their professional trust. Work your magic – that’s a powerful statement! For the person who wants you to work it, your magic is to them accomplishing an impossible task for which they’ll pay you.… Read More »
By Chuck Sink The debate rages among sales executives and trainers on two extremely differing schools of thought about selling. One school follows the traditional model: Prospecting > Appointments > Presentations > Follow up > Close. The other model (which has been around just as long) takes only one word to describe: positioning. Business hard… Read More »
Positioning matters more than ever! By Chuck Sink Subscribe to my newsletter by clicking here A young professional posted a question for The Brand Strategy Discussion Group on LinkedIn. She’s a Lifestyle and Brand Communications Intern at… Read More »
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