As a librarian, I understand the importance and value of storytelling and, as a marketer, I know how convincing narrative can be – but it’s as a human, that I really get the power of a good story and its ability to inspire, educate and connect. Continue reading
The price of poor language
Are you confusing your customers with second-rate English? For example, did your company recently win a price? Are your people competent, and (by implication) not skilled? Are your writers to your webpage loosing you credibility with spelling misstakes, joiningwordstogether and split ting others, or not using all the write words – making the text that little bit to hard too read?
We all make mistakes sometimes. Especially if we’re writing in a second language. But if your organization has put blood, sweat and tears into creating an innovative product or service that stands head and shoulders above anything else on the market, doesn’t it deserve high-quality promotion? Shouldn’t messaging about what you stand for and what you offer be communicated clearly and professionally? Continue reading
ISS’s growth strategy starts with an apple
I recently attended an event where Jeff Gravenhorst, Chief Executive Officer of ISS, a massive facility services provider (www.issworld.com) with around 500,000 employees around the world, spoke about the challenge of leading a company of that size and how it attempts to maintain its impressive growth record. Continue reading
Is branding an artifact of the past?
I recently read an article titled “Why Branding is an Artifact of the Past” which I think touches on a point that should be carefully considered by any B2B marketing professional – Is branding really all that important for your business? Continue reading