marketing

A Website Realignment: Day 56: Branding Berchman

October 8, 2009

This post is the first in what may be many video posts (ie., vlog posts). I am exploring new content formats so this may appear to be a bit ‘raw’ and unrehearsed, but it is real. I’m not reading a script (although you do see me look off and pause—I’m looking at a whiteboard with [...]

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A Website Realignment: Day 12: Branding Berchman

Thumbnail image for A Website Realignment: Day 12: Branding Berchman August 25, 2009

The next step in branding Berchman.com is to develop a positioning statement. From the brandeo website: “Also referred to as a brand strategy, positioning strategy, or brand positioning statement, a positioning statement is a succinct description of the core target audience to whom a brand is directed, and a compelling picture of how the marketer wants them to view the brand.” [...]

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Recently Published on BizNik

December 30, 2008

Was just notified that my “Part 2 of 6″ series on Internet communications for small business. By small I’m talking less than 10 employees. Perhaps its micro business. Anyhow, here is the scoop. Breaking Down The Multi-Headed Monster-Email Marketing Something we all do in the modern business world is email. It is a staple to [...]

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Barack the Brand: Are We ‘Citizens’ or ‘Consumers’?

February 28, 2008

I have been meaning to post about the brand of Barack Obama for a while. Then yesterday my dad emails me a link to a post by Andrew Romano about this very topic with the bonus bit of having interviewed Michael Beirut who is a partner at Pentagram. It’s certainly worth a read for his [...]

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Working in a Vacuum

February 16, 2008

I experienced the contrast of working in a vacuum and working in a group and saw that contrast very clearly. Yesterday I was brainstorming my projects and tasks related to using the GTD system and methodology. When working alone it was easy to crank out this lists of things I would like to do. However, [...]

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Small Business (Non) Spender

January 28, 2008

Interesting post today on Dawud Miracle’s blog titled “Why you need to invest in your business.” For those people running a truly small business (less than $150,000 in gross receipts annually) spending money on non-tangible items can be a tricky game. Your marketing and promotion budget looks like the jar above. What I mean is [...]

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Advertising Agencies need to wake up

October 3, 2007

A blog post on NussbaumonDesign at Business Week hints that corporations may be beginning to get savvy about the future of marketing and PR on the web. Corporations are realizing they are literally wasting money. It is simply a matter of time for them to wake up and realize they are spending millions on a [...]

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Enjoy, Learn, Profit

September 28, 2007

Three things shared with me from friend Steve Barlament the other night at dinner. We were discussing my upcoming marketing campaign for my business and the fact that it will be my first ‘true’ marketing campaign. Everything to date has all been word-of-mouth which has been fine, but the level of success I would like [...]

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