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Something we’ve focused on from day one at our technology startup is content marketing. Granted, it’s become a bit of a buzzword subject over the past year or so. With everyone jumping on the bandwagon it can feel well, a little meaningless. Here’s why it’s not. When Content Marketing Works The thing about content marketing, …

Poor customer support costs businesses $1.6 trillion in lost opportunities, according to an Accenture estimate. While most articles on customer support focus on companies that serve consumers directly, customer churn affects companies that serve other businesses too. Business people are also consumers. They develop expectations about customer service based on their experience as consumers, and …

It’s easy to forget that we are part of something much bigger than ourselves. That for all the freedom we have to shape our businesses, that freedom exists within the confines not just of our immediate world, but within the limits of our Solar System, which orders everything we do. Does this sound too “far …

Social media usage has been rapidly increasing every year. It has become a substantial medium for a lot of people to express and vent their feelings, and this trend does not look to be changing any time soon. Within any organization, 9 out of 10 people are likely to have a personal social media account. …

Once you get to the top of the mountain, it’s a long way down. Big brands and large businesses need to continuously work to stay at the top. There’s a lot they can learn from startups and the small and agile crowd.

Vincent van Gogh needed an incentive. He wanted Paul Gauguin to join him in Arles and together begin a movement there that would galvanise the European art scene. Gauguin, tempted, but undecided was older than van Gogh, more worldly, more recognised in the circles van Gogh wished to move. He was studious and carefully contemplated …

Maximizing-the-Professional-Identity-on-LinkedIn

LinkedIn has become a digital reflection of our professional lives and the LinkedIn audience, now more than 300 million strong, is an especially critical asset for brand managers.  The platform allows businesses to establish industry credibility, to more effectively target key audiences, and to sharpen the corporate side of their brand; all of which work …

Thinking Global? Think Franchising!

One of the key growth challenges facing any business is the decision to expand overseas. It can be a huge commitment in terms of time, money, market research and patience! Setting up an operation overseas cannot be achieved overnight however there may be alternatives which can take away many of the challenges associated with international …

How to avoid website launch disaster

Launching a website is a lot like making a soufflé. You need the right ingredients, the correct process, plan and some skill. Failure on any of these counts and the result is a flat mess that no one wants or likes. Unfortunately, unlike a botched soufflé, a failed website is a much more serious problem. …

So-You-Want-Join-The-Startup-Scene

As the spotlight keeps shining on startups, with even Hollywood making movies about Facebook and Google, more and more people wonder whether they should take the jump and start a tech business. But before you leave your day job to start a tech business, here is a quick but real testimony on the best and …

Your Network Is Your Net Worth

If you’re like many, the topic of networking isn’t your favorite dinner party conversation. Many perceive networking as boring or they equate it with “schmoozing.”  Even for me, the thought of walking into a room of strangers used to fill me with anxiety. However, a couple of years ago I woke up and realized how …

I recently received a twitter message from a follower asking if I’d seen a Channel 4 TV programme about the sales tactics of some retailers. “They seem to confuse lying with selling” he wrote in his tweet. Clearly some research was called for and I watched the programme via the channel on demand service. The …

The-Art-of-Sustaining-a-Luxury-Brand

Why have many luxury brands disappeared, while others have maintained or increased in status? What do luxury brands need to do to stay at the top, and get back there if they’ve dropped off?

More Bang For Your Branding Buck

Two of the most common questions I’m asked are: “We want to strengthen our brand/increase brand awareness, but can’t spare much extra money – What can we do?” and “We need to cut our budgets – How can we do that without affecting our brand?” To this, the first question I’ll ask you is: “How much …

Why Customer Experience Is Essential To Track

For all organisations, monitoring the voice of customers is an essential, in order to improve operations and remain competitive. But are current methodologies and systems delivering what we need? Rita Tochner shares her thoughts on ensuring every customer’s unique voice is be heard.

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