The Art of Branding Yourself

Posted by Breanna Perkins on Apr 11, 2019 11:30:14 AM

Marketing has become both an art and a science. With changing algorithms, an increased number of tools, and more data and analytics than can be digested by even an entire marketing team - it can be hard to keep up. Pair that with the variety of content types and mediums, and marketing has transformed into a carefully analyzed art form. 

Read More

Topics: Thought Leadership, Content Creation, Marketing, Digital Marketing, Personal Branding

Winning at the Sport of Content Marketing with Nick Bruce of MarketScale

Posted by Kevin McInerny on Jan 31, 2019 4:26:10 PM

As the Super Bowl approaches, the single most important game in the National Football League and one of the most iconic sporting events in the world, we can see just how alike sports and marketing really are. How are these teams preparing for the biggest game of the year? They are using their data to develop a winning strategy that gives them their competitive edge. They are watching film and seeing which plays will be successful against their opponents. Content marketing, surprisingly to some, should be treated in the same fashion.

Read More

Topics: Thought Leadership, B2B Marketing, Content Marketing, Content Marketing Statistics, B2B Content Strategy

Five Marketing Trends to Watch in 2019

Posted by Kevin McInerny on Jan 28, 2019 1:03:51 PM

It seems with each passing year that the rate of change in business is accelerating. This is especially true when it comes to marketing products and services. In this rapidly evolving world, it can be difficult to make predictions, but here are five marketing trends to keep an eye on in 2019.

Read More

Topics: Thought Leadership, B2B Industry News, Marketing, Digital Marketing, Marketing and Sales, Content Marketing Statistics, B2B Content Strategy, Marketing Across Verticals, Video Marketing

Why Digital Marketing Is Shifting From SEO to SEM with Eric Karson, Ph.D., of Villanova University

Posted by Zach Werblo on Sep 21, 2018 10:00:32 AM

Read More

Topics: Thought Leadership, Marketing Theory, SEO

Alan Brawn Joins Pro AV Now for Digital Signage Discussion

Posted by Denis McInerny on Nov 8, 2017 2:11:37 PM

Alan Brawn calls into the show today to discuss some key elements of Digital Signage in the industry as well as highlights a new/old Display technology: Direct View LED.

Read More

Topics: Creative, Content, Narrative Marketing, storytelling, Thought Leadership, STrategy

Video Continues to Lead Content Marketing Formats

Posted by Denis McInerny on Oct 30, 2017 9:01:00 AM

The power of marketing with video content has been well documented. In B2B marketing, popular uses for video marketing include: 

  • Customer testimonial video
  • 3D product videos
  • Videos demonstrating how products are made
  • Animated explainer videos
  • Tradeshow and live event video content
  • Employee interviews and company history videos
Read More

Topics: Creative, Content, Narrative Marketing, storytelling, Thought Leadership, STrategy

Why Marketers Confront Widespread Misunderstanding of their Role and Value

Posted by Owen Matson, Ph.D. on Apr 6, 2017 1:44:21 PM

Study Reveals that Marketers are Increasingly Frustrated over Widespread Misunderstanding of their Role and Value in Organizations.  

Read More

Topics: Business Communication, storytelling, Thought Leadership, Brand Writing, The Marketing Profession, Marketing, Digital Marketing

The Challenge of Being Authentic is not about How to Act, but about How not to.

Posted by Owen Matson, Ph.D. on Apr 3, 2017 4:51:16 PM

Most readers will have likely already encountered a number of articles on the importance of authentic branding--not to mention the various complexities of the concept.  Visitors to this site will in fact find many articles on the topic.  

For all its relevance to effective branding, the challenge of authenticity is , however, above all, personal.  Turn back the dials, and my guess is that you'll find that all these concerns over authenticity speak to more fundamental questions regarding how one might live.

Read More

Topics: Thought Leadership, B2B Brand Writing, B2B Markets

Ask a Kid: 5 Insights on Human-Centered Experience

Posted by Owen Matson, Ph.D. on Mar 24, 2017 7:12:45 PM


A recent article on "Designing a Human-Centered Pediatric Experience" draws on opinions and insights from children to develop guidelines for optimal pediatric care.  The article is not only useful; more importantly, it's moving.  Coming from outside the profession of healthcare design, the article represents a model of effective content: It speaks to professional protocols in terms of common emotional needs.  It's 5 key points focus on issues specific to hospital facilities management, but the inights resonate on a much broader level:

Read More

Topics: Content, Business Communication, Thought Leadership, B2B Marketing, B2B Content, Content Strategy, Healthcare Industry, Healthcare Design and Engineering

Purpose, not Justification: "Benefits" are not the Only Obstacle to a Big-Picture Value Proposition.

Posted by Owen Matson, Ph.D. on Mar 21, 2017 6:32:19 PM


Sales and Marketing wisdom has long underscored the importance of presenting value propositions, that see beyond benefits and features.  

According to Investopedia, a value proposition is

a business or marketing statement that a company uses to summarize why a consumer should buy a product or use a service. This statement convinces a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings. 

On the other hand, a product feature is a "distinguishing characteristic of a an item, (such as performance specs, portability, or functionality).  A product benefit is an advantage, help or aid from something.  The distinction sounds good in theory.  In practice, these boundaries can blur.  

Read More

Topics: Thought Leadership

Recent Posts

Posts by Topic

see all