Most IT vendors have come to realize that their websites should be more than gloried product brochures. Yet, the transition has been more evolutionary than revolutionary. Blogs that initially highlighted breakthrough vegan dishes for the cafeteria gave way to communicating perspectives on industry issues. These same blogs transitioned to thought leadership platforms that begot a …more
I shared half of my top posts for the first half of 2017 last week. Here’s the second half, starting with the star of today’s reality TV shows, President Trump. . . 6. Trump’s Job Description for Press Secretary: Make Communications Great Again Given how many times President Trump has thrown Sean Spicer under the bus, …more
Companies underestimate the power of micro moments in brand building. As the world and specifically business communications increasingly tilt toward the digital sphere, . This holds true for all companies, whether B2B or consumer. Starting with “the bad and unattractive,” an interaction with LinkedIn last week reminded me of this point. I think I’m on …more
In preparation for our storytelling workshops, we request that participants complete some light homework. We often ask them what B2B company does a particularly good job in building its brand and public profile. With rare exception, GE wins this unaided awareness test. In a “cement mixer” with thousands of B2B companies, what is GE doing …more
