When you teach someone how to throw a baseball, you tell them to look where they want the ball to go, step toward where they want the ball to go, and then throw the ball where they want it to go. To the novice thrower, this can sound frustratingly uninstructive. So, too, is the simple complexity that is viewing your business in a way that narrows your perspective to one that can provide an experience...
Higher education marketing and communication seems harder than ever. Generational disinvestment, demographic headwinds, political dynamics, and never-ending angst over cost and affordability can make for a distressing picture.
Content production becomes a brand-building machine when you overlay the matrix of Primal Branding®. The role of the Chief Content Officer is not only to outline the communications that help build usability and desire, but to help build the larger Brand story of what we want to become.
Most businesspeople would be pleased to own a profitable business that was a pioneer in its category, had a stellar brand reputation, and generated more than a billion dollars in annual revenue. Yet, in 2012, IBM got rid of just such a business when it sold its retail point-of-sale (POS) business to Toshiba.
Change happens all the time. Today, it is almost impossible to keep aware of everything that changes around your brand. Customer behaviors change. Attitudes change. Competition changes. Competitive strategies change. Technology changes. Devices change. Distribution channels change.
