Don't Confuse the Message

One of the worst mistakes an advertiser can make is sending mixed messages. I’m always paying attention to advertising and marketing to see how others attempt to get their message across in 15-30 seconds. After-all, the human attention span isn’t getting...

Case Study: Brand Equity in the Insurance Industry

By Derrick Daye on State Farm The findings from our comprehensive brand equity study of the insurance industry has implications for many industries. Here is what we found: •While there are over 100 insurance brands whose names people have heard of, few achieve...

Planning And Starting An Online Business

You will find that the basics and logic of business remain the same, regardless of whether it is an online business or offline. The difference lies in the fact that, to run an online business successfully, you will need to know the fundamentals of any business and...
Don't make a speech. Put on a show.

Don't make a speech. Put on a show.

By Garr “Don’t make a speech,” says Paul Arden, “put on a show.” Paul Arden is author of It’s Not How Good You Are, Its How Good You Want to Be. Arden’s little book is not long on expanded content, but it’s a very visual...

The Secrets of Selling

BY STEVE COHNSaturday, March 3, 2007 12:01 a.m. EST 1. “Understanding Media” by Marshall McLuhan (MIT Press, 1964). I have no idea who might be the smartest human ever, but the most brilliant marketing mind of all belonged to Marshall McLuhan....