Noodling is what I call it. Everyone has his or her own way to describe where good ideas come from, but for me, noodling just sounds like how it feels. The Temptation That first flicker of an idea asks to be shared and explored, gently — wherever it originates. You may not recognize it yet [...]
Measure what matters. You've probably heard the phrase more than once, because it's one of those admonitions that resonate as common sense. But as the talk turns to analytics, scorecards, metrics, KPIs and such in the day-to-day world of implementing marketing plans and PR campaigns, you suddenly realize it can be a lot harder to [...]
I was talking with a friend recently about the impact of technology on our brains. This is an old and dear friend from my childhood, a writer and expat who lives in Italy, and someone I don't get the chance to talk with as much as I'd like to. She said: "I'm so tired of [...]
Heard the terms "paid, owned and earned media" bandied about? You need to know if you're in the right place whether you're promoting social change or a brand, and the POEM framework is a helpful strategy tool.
While there are many resources available on how to select a marketing agency, (aka advertising agency, creative shop or PR firm), there is very little information on how to make the relationship work effectively once you have made your decision. After many years on both the client and the agency side of such relationships, I've [...]
Do you use email for your business? Many small businesses don't realize they must comply with the federal CAN-SPAM Act (Controlling the Assault of Non-Solicited Pornography and Marketing). Here are five common email marketing myths that can get you into trouble: Myth #1: Can-Spam is only for big business with bulk email Not so. The [...]
Photo by Krikit Social marketing, behavior change communication, public service advertising, cause marketing—whatever the preferred terminology in your field, The Dragonfly Effect by Jennifer Aaker and Andy Smith is an essential read. As an avid reader and long-time practitioner of 'selling good,' I didn't expect to think so. Subtitle Allergy It was [...]
