October 22nd, 2014

Getting Emotional About B2B

Where do I start? I guess at the beginning, which for me was over 20 years ago … As I left for work on my first day, my father – who was/is a preeminent professor in (you guessed it) B2B – imparted to me two pieces of advice: The first was “don’t fiddle your expenses.” [...]

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October 20th, 2014

Content’s Growing Role in the Integrated Marketing Communications Plan

’Tis the season for integrated marketing communications planning, the annual must-do for CMOs who want to secure budget. What exactly is this plan? Whether you call it an IMC plan, an engagement plan or simply a marketing plan, it’s the formal document that justifies and guides the marketing investment. It also helps to establish the [...]

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October 15th, 2014

Tongue-Tied: Bridging the Healthcare Communications Gap

Has any of these situations ever happened to you or someone you know? -You go to the doctor and forget to ask the question you really wanted to (or are embarrassed to). -You try to describe pain you’re experiencing, but what you say doesn’t capture how you feel. -Someone explains a treatment recommendation, a test [...]

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October 13th, 2014

Why Cultural Relevance Is Human Relevance

It’s only natural that marketers attempt to control their customers and brands, especially if they don’t understand or accept why change is even needed. We have been taught that the devil is in the details. We decode DNA as a way of understanding complex behavior. We learn letters to understand vocabulary, atoms to see the [...]

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