BeTuitive: CMO

Reinforcement and Challenge: The Components of Strong Branding

Posted on May 16, 2007 by Kevin G.

I have been thinking a lot about branding lately and came up with a couple ideas about it. Branding is all about the relationship a consumer has to a company and its products. This relationship is enhanced through new experiences, better quality, and improved reputation.

Often a relationship is strengthened by reinforcing the positive qualities. This is found in reward points for a certain amount of purchases, excellent customer service around trusted products, or improved stores or website to better serve customers.

Brands are also strengthened when they challenge their consumers into thinking differently about their product, service or company. Apple did it with computers and Starbucks did it with coffee. By challenging the consumers, they learn to refocus their view of a brand in an effort to improve the relationship.

These two commercials for BMW seem to do just that. Watch both and see which is more effective for you and how you see BMW as a brand.

May 16, 2007 in award winning design, Blogging Tools, Building B2B Relationships, Building Customer Community, bulk email marketing, business credibility, business magazine, Business relationships, CMO, Company publication, Corporate Blogging, Corporate newsletter, creating company newsletter, Creative emails, Custom publisher, Customer Intuition, Educating Clients, Educating Prospects, forbes magazine, grow relationships, magazine design, Strategic Internet Marketing | Permalink | Comments (0) | TrackBack

Words Glorious Words

Posted on March 07, 2007 by Kevin G.

I think it’s always great to be precise with wording. Though I don’t consider myself a wordsmith, I try to: bestow the lexicon of my colloquies with consummate exactitude. But even statements like that don’t phase vocabulary-prodigies like Robert Marshland.

He is the winner of the National Vocabulary Championship, hosted at the New York Public Library. Here, the contestants must have a clear understanding of uncommon words and their differences; like the difference between what is simply underrated from a clear example of floccinaucinihilipilification (the estimation of something worthless). This competition is intense for contestants to not only know a plethora of words that are not commonly used in social discourse, but to react quickly with their answers to proceed to the higher rounds.

The winner, 18-year-old Marshland from Wisconsin, was awarded $40,000 towards college tuition and the title of “Most Challenging Person to Play Scrabble Against.” Read further about the competition and Robert’s road to success.

March 7, 2007 in award winning newsletter, Blog Outsourcing, Blogs, Building B2B Relationships, Building Customer Community, Building Customer Intuition, Business Marketing, Business publications, CMO, company blog, company newsletter, Company newsletters, Company publication, Corporate newsletter | Permalink | Comments (0) | TrackBack

Grass-rooted Publishing...by Tree

Posted on March 05, 2007 by Vinnie Lacey.

Glancing through the Chicago Tribune on my morning commute, I read a fascinating article about the tumultuous Darfur region in Sudan. Instead of the typical stories of genocide and rape, the article focused on a young woman from El Fasher (the capital of the North Darfur state) named Awatif Ahmed Isshag. Isshag began a handwritten monthly newsletter covering local events, arts and religion nearly 10 years ago, and found a colorful way to distribute her articles by pasting decorated pages to a large piece of wood and hanging the creation from a tree outside her parents' home. These days, the 24-year-old journalist's grass-roots periodical often confronts the often tragic circumstances in the region, with Isshag conducting all her own interviews and information gathering. Passersby eat it up, some traveling several miles to read her installments. Isshag faces pressing issues--threats to her safety, constant insecurity, the loss of relatives--but she bravely soldiers through it all. "Journalism," she says, "is a profession of risk."

I'll refrain from giving any ill-conceived comparisons to custom publishing, but it's interesting how the struggle to accumulate and disseminate important information can bind us across cultures. Isshag has found incredibly creative--and brave--means to deliver her message to the community who needs it. A community that has largely been without a voice, but where one courageous woman is carving out quite the readership.

If only every publication could take such risks. Catch up on Isshag's story here.

March 5, 2007 in audio publication, award winning magazine, award winning newsletter, Blog Outsourcing, blog publish, CMO, company blog, company magazine, company newsletter, Company newsletters, Company publication, Corporate Blogging, corporate magazine, Corporate newsletter, create a newsletter | Permalink | Comments (0) | TrackBack

Reviving Stewardship

Posted on February 19, 2007 by Vinnie Lacey.

In the business of custom publishing, we here at BeTuitive always have to be mindful of copyright and plagiarism. After all, word-smithing is part of what we do, day in and day out. Not to mention that a crucial aspect of our credibility is ensuring the originality and authenticity of the work we produce, both for ourselves and our clients.

But are we, as the model of capitalist societies, too obsessed with the claims of private ownership in our created works? Has the rush to stake claim to their seemingly inalienable rights destroyed the public domain that these works also naturally reside in?

The author Jonathan Lethem gives an excellent treatment of these questions in this month's Harper's Magazine. Lethem's mini position paper, "The Ecstasy of Influence," got me thinking about what we are quick to deem worthy of protection these days. The article does get rather heavy at times, as a good position paper should, but I found some of his ruminations very interesting and worth the time. One of my favorites is Lethem's distinction between a market economy and a gift economy.

Check it out.

February 19, 2007 in audio publication, award winning design, award winning magazine, Blog Outsourcing, blog publish, Blogs, Brand enhancement, Building B2B Relationships, Business newsletter, CMO, Company publication, Corporate Blogging, corporate magazine, Corporate newsletter, create a newsletter | Permalink | Comments (0) | TrackBack

Sales 4.0: Not Your Kid Brother's Lemonade Stand

Posted on February 12, 2007 by Vinnie Lacey.

Call me a skeptic, but am I wrong to suspect technology has complicated--not streamlined--the sales processes? My simple measuring stick: more information generally equals more headaches. We're swamped at home; we're swamped in the workplace. Give me one more place to read information on a potential lead, track my calls, and network network network, and I just might transition into a promising career in ditch digging.

But don't call me a pessimist just yet. I'm giving it a shot. Diving in headfirst. Enlighten me oh wondrous, endless information age. Make me a fool for your coy clicks, a sucker for your blips and beeps and colorful images. I'm ready for an electronic co-dependent relationship.

My guiding light? A recent Inc. article entitled "Turning Sales into Science" which boasts, "Your bottom line may never be the same" in the era of "Sales 2.0." (Side note: In our line of business, I get the idea of effective branding, but isn't the "2.0" moniker getting a little tired? I have no more patience for such vacuous naming and capricious numbering. But if that's the game, then I'm playing by my own rules. My blog is hereby dubbed Sales 4.0. Take that.)

For the next two weeks I will be whisked away into the e-wonder that is the networking site LinkedIn (called MySpace for businesspeople, but apparently without the cute photos) and the business directory/lead generator Spoke.

Check in the next two months to track my adventures in Sales 4.0. It's gonna be pretty crazy. Umm...I mean...your blogging experience will never be the same.

February 12, 2007 in award winning blog, award winning design, award winning magazine, blog publish, Blogging Tools, Blogs, Building Customer Community, Building Customer Intuition, bulk email marketing, Business editorial, Business relationships, CMO, company newsletter, Company publication, corporate magazine, Corporate publications | Permalink | Comments (0) | TrackBack

It's my Truthiness and I'll Stick to It

Posted on January 25, 2007 by Kevin G.

I always make it a top priority to stay on top of news developing throughout the day. Spending time at the New York Times and CNN web pages gives me a good portion of my world news, but I always try to keep myself well-rounded. I’m a little bit country and a little bit Rock’n Roll – but mostly rock.

So, another source I commonly utilize for my news intake is the always credible program, the Colbert Report, on Comedy Central. Ok, I may not use it directly as a news source, but how can you deny a show that counts the times Nancy Pelosi blinked during the president’s recent State of the Union address? A reason why I choose to stay out of politics all together.

Anyways, the show is great, but I was intrigued to see that the Colbert Report now utilizes a blog. It’s is always great to establish relationships in the blogosphere. So how about it Steven? I’ll comment on yours if you comment on mine. Let’s build synergy…for the people.

January 25, 2007 in audio publication, award winning magazine, Award winning publications, Blogging Tools, Brand enhancement, Building Customer Community, bulk email marketing, business magazine, Business newsletter, CMO, company magazine, Company newsletters, Corporate Blogging, corporate magazine, Corporate newsletter | Permalink | Comments (0) | TrackBack

What Can Brown (on white) do For You?

Posted on January 17, 2007 by Kevin G.

I came across an article about the new ad campaign for UPS. Originally harnessing the slogan “What can brown do for you,” the company is looking to express that mentality in a broader way.

Described as the company’s “most integrate communication campaign ever,” the campaign will involve multiple mediums including print, online and television commercials amongst others. The commercial I found below is slightly reminiscent of Apple commercials, if only they decided to use Zach Braff from Scrubs.

The commercial is kept simple and direct, which is refreshing. Bottom line, they aim to make complex shipping seem like a piece of cake. I am convinced, see for yourself.

January 17, 2007 in award winning blog, award winning magazine, Award winning publications, blog publish, Blogs, build credibility, Building Customer Community, bulk email marketing, Business editorial, Business Marketing, Business publications, CMO, company magazine, company newsletter sample, Company publication | Permalink | Comments (0) | TrackBack

The Art of the Client Interview

Posted on January 02, 2007 by Kathryn Regina.

An initial sales interview sets the tone for an entire business relationship, and determines what you may or may not be able to do for a client in years to come. Read this Guerrilla Consultant article to learn how to cross over from “salesperson” to “business adviser.” One of the tips: “If you're ever tempted to ask a client, 'what keeps you up at night,' cover your mouth and count to ten.”

The Art of the Client Interview

January 2, 2007 in business credibility, Business editorial, business magazine, Business Marketing, Business newsletter, Business publications, Business relationships, CMO, company blog, company magazine, company newsletter, company newsletter sample, Company newsletters, Company publication, Corporate Blogging | Permalink | Comments (0) | TrackBack

Gee...thanks.

Posted on December 21, 2006 by Jeff Sanchez.

Are you forcing that awkward smile out a lot this year at your holiday parties? You know the one...when you unwrap that completely absurd gift.

Adrant recently posted a humorous video from Lowe Ad Agency about all of the awful gifts their employees have received. So remember if you are stumped that gift certificates are always best. Or as in our case here at BeTuitive, our clients have realized that the way to our hearts is definitely through our stomachs.

Enjoy & Happy Holidays!

December 21, 2006 in CMO | Permalink | Comments (0) | TrackBack

The Red Bow on your Sales Package

Posted on December 18, 2006 by Vinnie Lacey.

In the process of revamping our sales proposals over the past two months, I've had the...ummm, how can I put this nicely...opportunity to review tons of material on writing for a business audience. Turns out proposal writing, like writing for the web or writing out your holiday wish list, is a specialized skill. It's not just a matter of pitching a laundry list of your products and services, but really putting into concise and targeted words how your solutions match your prospect's needs. You did write convincingly to Santa, didn't you?

This is the case in all sorts of sales processes, of course. Speaker and "small business copywriter" Troy White emphasized targeted message delivery recently in his blog about ratcheting up your holiday sales. As Troy makes clear, even with the fanciest of toys and the most glittery wrapping paper--that is, great product and a way to spread the word--you must buttress your sales pitch with the compelling, consistent message that your customer can understand. Sometimes that takes testing and restesting--the same thing we here at BeTuitive emphasize with our clients--in order to maximize consistent return on their publications.

So while I whittle away these last few working days of 2006 refining proposals....errr, I mean providing the human capital that drives a successful literary presentation of our solutions...no, what I mean to say is... giving the straight talk on building your relationships with a custom publication...Ahem. Please remember: It's not just what you say, but how you say it.

tags: Email Marketing | Nurturing Relationships | Mass Email | E Newsletter
What's a tag?

December 18, 2006 in audio publication, award winning blog, award winning design, award winning magazine, award winning newsletter, Blogging Tools, Blogs, Brand enhancement, Building Customer Community, Building Customer Intuition, bulk email marketing, Business relationships, CMO, corporate magazine | Permalink | Comments (0) | TrackBack

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