Throughout my career in Strategic Planning, many people have asked me what qualities best characterize Planners. I’ve come to realize that at the heart of it all, there is one overarching truth, as applicable to Planning as it is to haute cuisine: It’s not about process… it’s about craftsmanship. Below are the four essential ingredients […]
In part three of our four-part series discussing app promotion and optimization, I wanted to share some tips for app store optimization. Or, said another way: How can you be sure users will be able to find your app in the store? Sixty-three percent of apps are discovered through app store searches, with others discovered via […]
Never before have cheers turned to jeers as quickly as it did following news that Yahoo! had hired Melissa Mayer as its CEO, making her the first pregnant woman to lead a Fortune 500 company. The progressive hiring move by Yahoo! made the fact that Mayer was nearly six months pregnant a non-issue in the […]
(Disclosure: IBM is a client of my employer, Ketchum Public Relations Canada. The views expressed here are my own and may not reflect the views of either IBM or Ketchum.)We are moving now through the pounding-heart space between desire and intimacy. That is the core of the message that IBM got when it interviewed 1,734 […]
As CMOs and other senior marketing executives spend more of their budgets on purpose-driven marketing, it’s critical that they know how to achieve true consumer engagement for a brand. Cause consumer engagement is a primary way to get consumers to take action and make a purchase, but a recent study shows that there are some do’s […]
“During Walt Disney’s first New York trip, when he was pushing Mickey and facing rejection, one distributor picked up a package of Life Saver candies. ‘The public knows Life Savers,’ he told Walt, ‘they don’t know you. They don’t know your mouse.’ That made an impression on Walt. As he recalled it years later, he said […]
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