Who should rename? Versus who’s waiting too long?

Posted on Apr 20, 2015

Domino’s (sensibly) dropped “Pizza” to rename. They had outgrown the category. They see their scope evolving beyond the narrowness of just-pizza, and shedding the baggage of the old identity both simplifies and enriches the brand. Who’s next? We recognize that it is a difficult and sometimes perilous adventure to rename, but when legal action, a merger, […]

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IX Commandments. Thou-Shalt-Nots that demote your brand.

Posted on Mar 30, 2015

  We had dozens of brand demotions to choose from, but these 9 commandments stood out: I. Thou shalt not set fire to money. You can invest in radio advertising all you want, but iPod, XM and Pandora listeners will never hear you. Radio’s not the only medium in a death spiral, so seek professional […]

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Ideas should dance. Are motion graphics a cure for heavy text?

Posted on Mar 9, 2015

A motion graphic can say more in 60 seconds more persuasively than 5000 words of texty grayness. When we imagine our story is fascinating and our audience eager to listen, we risk stupifying prospects with an avalanche of text. That never ends well. Brochures and catalogs get tossed as soon as readers see paragraphs form […]

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Will your web visitors scroll?

Posted on Mar 3, 2015

When we’re designing a digital look and feel for clients, we sometimes hear concerns that readers must see vital copy points “above the fold” or all will be lost. Prospects will flee before we tell them the nine things we want them to know. Civilization will crumble. (The fact that we all still use a […]

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Google keeps evolving. So we must. So you must.

Posted on Mar 1, 2015

We closely follow Google’s algorithm to stay visible and findable. And we do it well. Prove it for yourself: do a Google search for “renaming a company.” Search engines (Google and the seven dwarfs) keep adapting their process, tinkering with the formulae to make them better, faster and more relevant. Searchers want results that are […]

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There’s actually a third reason to re-name a company.

Posted on Feb 4, 2015

There are, as you are probably aware, two main reasons to re-name an organization: • yagotta, or • yawanna. Yagotta is the easiest to explain, and the most urgent. Your chosen name infringes on the trademarks or intellectual property of another. Yes, your family name is McDonald, and you put it proudly on your new […]

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Insight’s great … but can you afford it?

Posted on Feb 3, 2015

Two truths: 1. Prospect insight is incredibly valuable to grow a customer base, to lift marketing ROI, to speed up sales cycles. It’s a smart investment for a CMO. A secret weapon. 2. The most advanced technology for prospect insight, which I talk about in my book, is not for everybody. Sorry. It’s most appropriate […]

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6 strategies to get better content marketing ROI

Posted on Jan 28, 2015

Everybody seems to be anxious about content marketing ROI. Some have a clear strategy and the latest tactics, some, like Lewis the marketing dinosaur from our new book … not so much. If you’re among the not-yet satisfied, there are 6 areas for you to diagnose: 1. You haven’t segmented your prospects. They’re not just a […]

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Disappointed by content marketing results?

Posted on Jan 10, 2015

You’re a marketer. You’re enthusiastic about the promise of content marketing. But, so far, disappointed at the results. Well, help is at hand, and I wrote the book. It’s on sale at Amazon in either paperback* or Kindle formats. Read it, grow your enterprise, and (if you would be so kind) leave an Amazon review. […]

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The magic persuasive power of “AFCD.”

Posted on Dec 22, 2014

“AFCD?” Many years ago I would fill out insertion orders for newspaper ads (yes, it must have been years ago), and in the Notes section, I would write “Far forward, right hand page, above the fold, AFCD.” Every once in a while, I would get a phone call from the guys in the composing room, […]

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