Clarity. A simple word. An elusive goal for many marketers. As we all scramble to provide quality content that engages our readers, this is a struggle for many. But time invested in improving clarity of your content is time well-spent. Your audience will understand and value your content. Your team will appreciate your focus. And, […]
While developing a recent presentation to an industry group, I had a revelatory thought about storytelling strategy. Much like the “house of brands/branded house” analogy, there are Macro Stories and Micro Stories. Viewing storytelling through this lens made immediate sense to me as I worked on a client’s strategic plan over the past few days. […]
Recently during a meeting with a prospective client (who later hired us), I had an interesting run-in with my old friend Positioning. This company makes very high-end components for industrial machinery. When I asked the CEO about competitors, his response was, “We have none…”. As you might guess, this is a German company… After further […]
Blockchain is all the rage just now. But your customers don’t care about it. Or your AI. Or your cloud. Or your Internet of Things. Or any of a myriad of other technobabble buzzwords your marketing team is likely to fall in love with (great article summarizing them here). They also didn’t care about last […]
Somewhere during my career I picked up the line, “It’s only principle if it costs you money”. As a brand strategist, I have to give Yeti Coolers props for standing up to the NRA. After notifying the organization that Yeti was discontinuing some outdated discounting programs – that included not only the NRA, but several […]
It seemed the nation was glued to coverage of Mark Zuckerberg’s trip to Capitol Hill this week to testify on Facebook’s alleged privacy violations. I listened to some of the testimony, as well both out of personal curiosity, and as a marketing professional who uses Facebook (and other social media advertising). I was struck by […]
PWB is in the midst of creating several storytelling videos, and we’re finding some common themes and issues emerging. Here are a few recommendations for crafting a successful storytelling video. Get your story straight – if you haven’t really figured out the messaging for your product, service, or company, you can spend a lot of wasted […]
I’ve been meaning to write this blog for quite some time. A recent painful experience reminded me that I really needed to get it out there so others can learn. Over the past year or so PWB has moved to STRONGLY recommending to our clients that they own their URLs. We’ve seen far too many […]
In case you’ve been living under a rock, a lot changed this year in website trends. We’ve seen some interesting tactics and tendencies. What’s next? Who knows – but I think everyone should consider catching up with what is. Here are a few of my observations from 2015: Web sites are getting simpler; this one […]
Successful blogging seems to be one of the biggest challenges we see for many marketers. But in my opinion blogging is one of the most valuable activities an organization can do. It’s a chance to dig deeper than you would on your web site, or in other social media channels. You can establish real domain […]