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Marketing Craftmanship
DECEMBER 11, 2014
In 1958, Gilbert Morris – an account executive at the Fuller Smith & Ross ad agency – created the, “I don’t know who you are,” business-to-business advertisement for McGraw-Hill Publishing Co. I don’t know your company’s product. I don’t know your company’s customers. Quite an achievement.
Marketing Craftmanship
AUGUST 18, 2017
That longstanding production method was made obsolete over a 5-year period, with development of “ What You See Is What You Get ” screen technology, combined with the invention of laser printers and graphic design software such as PagerMaker. Introduction of this new technology called “Desktop Publishing” rocked the business world.
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Marketing Craftmanship
MARCH 27, 2013
The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. If you’ve produced credible content, avoid guilt by association with self-serving white papers by publishing it with a different label.
Marketing Craftmanship
FEBRUARY 8, 2017
In response to a Consumer Reports article on home water filters which it considered incorrect and misleading, National Safety Associates distributed to its sales force a copy of its president’s letter to the editor of that publication; thereby helping company reps to handle the negative publicity about their products.
Marketing Craftmanship
NOVEMBER 9, 2017
A brand is the promise a company makes to its customers. Brands help customers understand what a company knows, what it stands for, what it will deliver and why they should trust it. For the sake of this discussion, brand equity is best defined as the sum total of market perceptions, customer loyalty and employee engagement.
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