Consistency is key to every successful marketing strategy. Branding is based on developing a specific voice for a company’s external communications, and that voice needs to be consistent across all the marketing channels. Before buying your product, customers will want to understand your company and see what kind of value you provide. If you keep …

As we evolve and progress as a society, so too should our performance management systems and the way in which we deliver feedback. We now know that certain methods of feedback promote enthusiasm and an eagerness to excel, while others can be demotivating and ultimately disengaging. As a performance management consultant, I’ve had the opportunity …

Online shopping is becoming increasingly personal. According to an Accenture Study, 75% of online shoppers prefer to buy from retailers who recognize them, provide them with relevant product recommendations or remember them personally. This is especially true for e-commerce verticals that, in the brick-and-mortar world, require heavy in-store associate assistance for a purchase to occur, …

Compared with more established marketing channels, social advertising is still in its infancy; which explains why brand managers and marketers can still feel challenged when it comes to proving the value of a social media advertising campaign. In fact, there is often a tendency amongst many in branding to believe that social advertising will not …

Most sectors these days are in a continual state of flux as they seek to reinvent and reposition themselves to become more relevant. There is one sector, in particular, that is frequently seen adjusting its position and rebranding in a bid to reach beyond its conventional boundaries. This is the third sector, which often makes …

As producers of branded content, one of the most important attributes you must have is adaptability. Each and every project you work on is different – even if it’s with the same client. Seldom do you want to simply reproduce content you’ve made before. Yes, you need to understand their journey, their struggles, and of …

Local SEO is not just for “Mom & Pop” businesses. Ever since Google’s Pigeon Update, any business can take advantage of showing up in Google’s search results for search queries that have local intent. Being visible in local search is an incredible way to attract people who are ready to buy. According to the Google Think Study …

Crowdsourcing – What’s It All About? There are many different crowdsourcing ventures around, but video is perhaps one of the most interesting. When CEO Mark Zuckerberg confirmed Facebook would be making a ‘sustained push into video, particularly with short-form content’, the world sat up and took notice. Video, it seems, is king. Think of the …

Imagine that you’ve just opened a regular newsletter from one of your favourite brands, and the first thing you see is a large banner with the company’s logo front and centre. Having read the email and scrolled to the bottom, you click through to that brand’s Twitter account only to notice that the avatar features …

Creative agencies are always being asked by their clients to deliver creative ‘things’. But what gets produced is only half of the story. The other, and sometimes more important, part is how it is done. Creativity is not just the things we make; it’s the way we make them; the ‘doing’ that goes on behind the scenes. …

I’m fascinated by younger generations and just how different they are from generations prior. You should be too. Generations Y and Z (Millennials and Centennials) represent a dramatic “C” change where a new genre of “Connected” consumerism is forcing business as usual to cater to an always-on, accidentally narcissistic, empowered, informed, demanding, and counterintuitive generation. …

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