Articles

Marketing Basics

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12July 2018

The Sweet Taste of Success: The Rise of Halo Top

A little ice-cream company went from ten employees to nearly $50 million in revenue and changed an industry in the process. Fundamental to their growth: understanding their core “public.”...

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01February 2017

How Men's Shavers Engineered Word of Mouth

You have heard the story of how one friend tells another friend who tells five more friends and pretty soon you have an economic revolution. Product reputations are built this way. It does not really matter how much money you spend on promotion; what does matter is doing what it takes to get the BUZZ!...

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01February 2017

From Space Stations to the Stars—Moving the World with Purpose

The poster for the film The Martian, based on Andy Weir’s novel, directed by Ridley Scott and starring Matt Damon, reads “BRING HIM HOME.” The phrase drives the plot and prompts rival nations to cooperate. Like the moon landing of 1969, untold millions of people planetwide were captivated with a cohesive message....

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25January 2017

The Basics of Marketing in the 21st Century: from Zero to Zillions

Who has millions or billions to spend on world-class communication? Turns out you won’t need that for your buck to make a massive bang....

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17January 2017

How Does a LEGO Life-Size X-Wing Fighter Relate to the Ascent or Crash of Your Company?

Communication is a two-way trajectory. It means asking questions, listening, and acting where necessary on what you hear. And it isn’t just externally facing—i.e., you and your customers; it’s internal, management to manufacturing, marketing to sales, and so forth, throughout an entire company. L. Ron Hubbard gave the core definition of public relations in his article of 13 August 1970, “Liabilities of PR”:...

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30August 2016

Another Type of Marketing

Do you work hard to make your company stand out from the competition? Over the years you've probably been given several tools on the subject of marketing, but let's take a different look—some “DO NOT's” of marketing that maybe you've overlooked....

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31May 2016

Mental Real Estate

Positioning targets mental real estate....

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28April 2016

The Missing Function Costing You Floods of Qualified Prospects

You hear people talking about needing more leads all the time. It’s practically a common denominator of business owners that they talk about needing leads. However, it isn’t just any leads that they want. They want “qualified” leads—the ideal type of prospect for that company....

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03March 2016

How Not To Fall Off a Cliff: Surveys In Today’s World

In 1997, when Diana, Princess of Wales suddenly died as the result of an automobile accident in Paris, millions of people across the world were overwrought with grief. It was a huge sorrow for people from all walks of life. And yet for the previous eleven years, her failing and disreputable marriage to Prince Charles had been marched in all its ugliness through the public forums, she had been portrayed in the media as a neurotic, and vilified for going public about her illicit sex life and a jet-setter playgirl lifestyle that was quite at odds with the expected behavior of someone of royal stature....

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02December 2014

The One Hundred Billion Dollar Marketing Mistake

One hundred billion dollars is serious money....

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21June 2013

Cut Costs Or Increase Sales?

This question faces every business from time to time, and the balance between the two can make or break the business....

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18June 2013

The Strange Story Of the Russian Police

The ministry, Russia’s federal law enforcement body, is patterned on a military structure; so the room was full of uniforms hosting dazzling displays of medals and combat ribbons. The hats themselves were adorned with more gold braid than a university marching band....