• The Challenges of Tech Marketing

    By: 
    Mark Fredrickson
    Mar 7

    After almost three decades helping to build reputations and brands and mindshare for big global technology companies — including more than 15 years running corporate communications and a variety of marketing functions for EMC — I finally had the luxury for the first time of taking a deep breath and figuring out what to do next. 

  • Branding your company's conscience

    By: 
    Brian Heffron
    Dec 3

    You’re going to get something wrong this week. Maybe today. Every organization does. And your customers know it.

    But how should you handle that mistake when it touches the heart and soul of your brand?

  • WHY A PR BOUNTY WILL DAMAGE YOUR BRAND

    By: 
    Brian Heffron
    Oct 26

    If you have strep throat, a lozenge isn't going to provide lasting relief. You need a professional who will diagnose and treat the problem with something more powerful. As a maker of "softish cough drops," Pine Brothers probably knows that about its product.

  • Zeroing in on the consumer

    By: 
    Brian Heffron
    Aug 2

    You know those life-altering choices you face every day? Harpoon or Sam Adams? Black raspberry or mocha chip?

    P&G calls them the First Moment of Truth, when the consumer settles on what to buy. Studies tell us it often happens in the first seven seconds.

  • Do you Lulu?

    By: 
    Alexandra Paparsenos
    Apr 26

    Lululemon Athletica passed the $1 billion sales mark last month, joining the ranks of Under Armour (which hit the mark in 2010). At upwards of $90 a pop for a pair of Wunder Unders (leggings) or a Define Jacket (zip-up), how does such a high-end brand appeal to the average athlete and keep attracting new customers?

  • Stories of Letters and Signage

    By: 
    Alan Duda
    Apr 23

    My dad took a new job for a sign company when I was a kid and we moved from Massachusetts to Connecticut. I had already lined up my Pokemon cards perfectly on the windowsills and the shelf in my new room, but it still didn't feel like my room yet.

  • Brands can score associating with today’s news

    By: 
    Brian Heffron
    Jul 14

    The day after Derek Jeter homered to become the first New York Yankee to record 3,000 hits, a couple of sports talk radio hosts and callers were ridiculing Christian Lopez, the fan who caught the ball. He was “an idiot” because he was going to give the ball to Jeter for, essentially, a pair of tickets and an autograph.

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