Category: marketing

  • How ‘Revenge’ Ruined Travel

    How ‘Revenge’ Ruined Travel

    We closed down just as the world started reopening up. ‘Revenge travel’ is a media buzzword we can trace back to 2021. Just when the world began to reopen. It was than that people decided to make up for lost time. The thought of avenging or punishing goes with the idea that the virus was…

  • How the Employer Brand Dies in Applicants Inboxes

    How the Employer Brand Dies in Applicants Inboxes

      Applicant experience is buyer experience in recruitment. Buyers are people who come to you once. Based on the experience, they may decide to walk away and never come back. Or, they could come back again and become customers. In some cases, they might tell everyone they know about you. Your choice whether that's positive…

  • Brands that don’t Need to Steal Energy to Survive, Thrive

    Brands that don’t Need to Steal Energy to Survive, Thrive

      I was reading an article about a study by Minneapolis agency SuperHuman about marketing and women above 40. How brands get it wrong. It was 2017, I forgot where they published about it. But I remember I seemed to agree 300 percent with the gap they observed between what women want and look for…

  • “Me, Inc.” and Autonomy

    “Me, Inc.” and Autonomy

      “You are a brand.” From this simple thesis Tom Peters put forth in a book: Brand Called You, came an article in Fast Company magazine. The personal brand movement started in earnest. It was 1997. I revisited the concept at the The Blog Herald more than ten years on. Especially for those of us…

  • What’s the People Version of “Don’t Judge a Book by its Cover” and “You Pay More for Higher Quality”?

    What’s the People Version of “Don’t Judge a Book by its Cover” and “You Pay More for Higher Quality”?

    Elizabeth Books is a bookshop in Western Australia. The self-proclaimed home of the blind date with a book. Blind tasting for books is the opposite of using differentiation in look to stand out. With the added benefit that you could discover an amazing writer you would have never considered otherwise. What happens if you take…

  • A Compass and a Lifeline: 3 Readings

    A Compass and a Lifeline: 3 Readings

    Before entering the corporate world, the two main things I worked on, were writing and researching/analyzing. I started with the hardest part: short poems. I was six. Then I built from there with short stories and essays. My stories were good, my essays borrowed from them in character development. The first full on research and…

  • Change the Story, Change the Outcome

    Change the Story, Change the Outcome

      You're the average of the five people you spend the most time with, goes the adage. But there's one critical piece people forget: who do you think you are? The story you tell yourself could be the reason why there's a mismatch. This works for individuals and companies: how you frame, position, and market…

  • Getting Closer to the End Product: Return on Quality

    Getting Closer to the End Product: Return on Quality

    “'The content farms' model is going away in favor of quality,” says Paulina Karpis. “Future media will be more distribution of a well-made piece of content.” Karpis is co-founder of BrunchWork, a co-learning model of education. She was speaking on a panel at a Reuters event on marketing and customer experience. My tweet elicited a…

  • Writing Clarity: Why Blogs are Still Useful

    Writing Clarity: Why Blogs are Still Useful

    “PowerPoint-style presentations somehow give permission to gloss over ideas, flatten out any sense of relative importance, and ignore the interconnectedness of ideas.” Clarity is really hard to pull off by bullet points. I've long believed that decks are the visual effects of a conversation or keynote: you make the case by talking. It's effective, but…

  • Why Read Fiction? For the Writing… but also Because “Strategy is your Words”

    Why Read Fiction? For the Writing… but also Because “Strategy is your Words”

      When you read like a writer, you can advance your own writing—first by picking up cues from the style you like, then developing your voice. Plus, “If you want to be a writer, you must do two things above all others: read a lot and write a lot. There's no way around these two…