Conventional marketing wisdom would scoff at the notion of viewing competitors as anything more than a threat and a nuisance. But these are not conventional times. Twitter, Facebook and Snapchat aren’t conventional marketing channels. And customers are starting to behave like unconventional buyers.Read More
Marjanne Pearson, founder of Talentstar, Inc., is one of the foremost recruiters and business strategy consultants serving the architecture and design professions. She recalls many inflection points throughout her storied career, including her willingness to embrace change and emerging technologies.
For companies in mature, highly competitive industries, one of the greatest marketing challenges is how to differentiate themselves from other firms with similar credentials. Here are a few ideas to consider when writing case studies and project descriptions.Read More
From age 11, Kimberly Dowdell has had a passion for improving the quality of life in her hometown as an architect. She recently joined Century Partners, an entrepreneurial firm focused on revitalizing residential housing developments through grassroots community outreach and creative place-making.
Brad Feinknopf is one of the most talented and accomplished architectural photographers around, but he didn’t initially plan to shoot the world’s most beautiful buildings. He wanted to help create them.Read More
Communications is a competitive, demanding vocation that requires talent, determination and a unique skill set. James Kent, chief marketing and communications officer at Thornton Tomasetti in New York, offers a few tips for those who are seeking to enter the field.Read More
As Director of Experiential Graphic Design at IA Interior Architects in Chicago, Julie Maggos blends architecture, interiors, industrial design and 3D thinking with her formal training in 2D graphics. She works with a wide variety of clients and materials to create dynamic work environments.Read More
In the spirit of helping my fellow PR practitioners and raising the bar for the profession, I’d like to pass along several pieces of practical advice. All of these nuggets are inspired by recent interactions with publicists who chose to do the polar opposite.Read More
Maribel Castillo, director of corporate communications at T.Y. Lin International in San Francisco, recently took some time out of her busy schedule to share five dos and don’ts for a successful marketing initiative.Read More
Stories are such a great way to create depth and sympathy for your brand. And even more importantly, they’re a super powerful way to build trust from a modern audience that can smell BS a mile away.Read More
Several times a week, I receive mail from a guy I've never met. Probably never will meet. Yet he still feels compelled to correspond with me, sending all kinds of letters and forms and prospectuses to demonstrate just how much he cares. And even though I don't know Charles personally, I've entrusted a significant chunk of my retirement savings to him.Read More
A co-worker poked his head in the door of my office the other day.
“There’s a woman on the phone for you from the Pick-Your-Favorite-Charity and she sounds kind of mad.”Read More
You’re reticent to tell a story – on your blog, in some piece of free content, in a presentation – because you don't consider yourself a storyteller. You understand that the craft of storytelling can have a huge impact on your business. But you’re not a writer (so you tell yourself). You don’t think in terms of flowery language, characterization, description, the deeply felt and meaningful. You think of yourself as a strategist. You’re good at finding ways to move the ball down the field toward a goal.Read More
This past week, Wendy’s joined a growing list of fast-food establishments whose employees betrayed them through their immature – usually disgusting – antics. In the latest incident, a photo depicts a guy kneeling in front of a Frosty machine to enjoy the frozen dairy dessert “straight from the tap.”Read More
It’s been more than 30 years since I stepped foot in the library from my childhood, but the memories are still vivid. Creaky floor. Kid-sized plastic chairs. The smell of musty books.Read More
Oreo, the creme-filled cookie that nourished many a child’s sweet tooth, is continuing to upstage much younger, hipper upstarts through its branding brilliance. The 101-year-old classic brand just launched Wonderfilled, an integrated marketing campaign that engages new fans while nurturing the goodwill of those of us who helped make the cookie a pantry staple.Read More