“White” Paper Doesn’t Mean Generic.

Creating a successful white paper isn’t just about the content. The content is in fact worthless if:

The paper doesn’t support the brand,
It’s too hard to read,
Your credibility is lacking because the paper looks amateurish, and
Your charts or graphics are boring.

I dare say most white papers are not tackling new theories or topics. And in a [...]

Boosting Your Brand With Thought Leadership.

Being a thought leader in your industry is critical to supporting and expanding your brand. The strongest brands are those owned and managed by thought leaders. That’s because thought leaders understand that there are key building blocks enabling their position.
Thought leadership building blocks:

Design & engineering (product/service, process, store, graphics, interactive)
Marketing & sales (multichannel media, sales [...]

Using Creativity and Street Smarts to Survive a Recession.

Everyone’s hurting right now and while you’re thinking you need to cut back on sales training, marketing and R&D, your biggest, baddest competitors have likely already done just that. Which means you have a unique opportunity to enter a new market or expand your existing share while the big boys aren’t looking. This is exactly [...]

Does Print Advertising Still Work?

Don’t get me wrong. I use web-based media everyday. Some of it I enjoy. Some of it I find highly useful in both my business and personal life. I also advise my customers to use it as part of their media plan, and several of them are printers. So this is not a rant against [...]