Sign up to gain access to thousands of marketing resources! Don’t worry … It’s FREE! No question about it: starting a new job is tough, but it’s especially tough when it involves handling a major rebrand for your organization. That daunting task awaited Alicia Tillman when she became chief marketing officer at SAP Ariba. Ariba, […]
Sign up to gain access to thousands of marketing resources! Don’t worry … It’s FREE! As marketers, it’s our business to stay current on the latest trends, and that includes keeping our lingo up to date. One term you might have heard is “brand activation.” As companies fight to differentiate their brands against global competition,
Sign up to gain access to thousands of marketing resources! Don’t worry … It’s FREE! You know how valuable a brand can be. Globally recognized brands can be worth hundreds of millions of dollars. But many businesses struggle with the question of how to cultivate a valuable brand. How can you capture “lightning in a
Sign up to gain access to thousands of marketing resources! Don’t worry … It’s FREE! What’s in a name? Hours of work, as Mike Pile knows. As president and creative director at verbal identity firm Uppercase Branding, Mike and his team specialize in naming companies, products, flavors, scents, colors, programs… practically anything! After a strategy
Sign up to gain access to thousands of marketing resources! Don’t worry … It’s FREE! Marketing to Millennials is a hot topic these days, and certainly they’re an important audience. But if you’re focusing too narrowly on demographics, you’re missing a huge opportunity to reach like-minded buyers of all ages. Brand strategist Nicole Ertas has
How to Become Relevant as a Brand to Disparate Audiences Read More »
Sign up to gain access to thousands of marketing resources! Don’t worry … It’s FREE! There’s no shortage of advice on how to succeed in business (and in life): “put yourself out there,” people will say. “Promote yourself.” But how specifically can you become known in your chosen industry? What steps do you take? How much
How to Build a Personal Brand in the Digital Age Read More »
Marketing can be challenging: Creating the right content, breaking through the noise, crafting the ideal customer journey… Finding the right mix of channels, tactics, and approaches can seem impossible, and a misstep can cost you. But marketers can also inspire our customers and audiences as they strive to achieve greatness in their industry. World-renowned mountain
Sign up to gain access to thousands of marketing resources! Don’t worry … It’s FREE! Most marketers can recite their company’s mission statement or explain features and benefits, but do they know how their brand make people feel? What kind of associations do you want people to make with your brand? Is your brand jazzy
The Neuroscience of Buying: ‘Brand Seduction’ Author Weber Read More »
Sign up to gain access to thousands of marketing resources! Don’t worry … It’s FREE! The SAP Ariba LIVE conference brought together procurement professionals from all over. Two smart marketers in attendance were Alicia Tillman, chief marketing officer of SAP Ariba, and Lisa Skeete Tatum, co-founder and chief executive officer of Landit, a technology platform that’s
Enterprise Branding, Corporate Missions & Women in Leadership Read More »
Sign up to gain access to thousands of marketing resources! Don’t worry … It’s FREE! The lifespan of large companies today is less than 20 years, and experts predict that it will drop to 14 years by 2026. Fledgling brands would do well to take a lesson from established brands that have proven their staying
Brand Marketing in a Digital Age: How to Revitalize a Brand Read More »
