July 2011

5 Fatal Marketing Mistakes that CEOs Make

by MichelaQ on July 26, 2011

Working with small and midsize companies over the past decade, I’ve noticed some patterns and similarities in how CEOs (usually also the founder of the business) approach the marketing function within the organization. I’d like to highlight what I believe are 5 common marketing mistakes CEO’s make. 1. Putting the cart before the horse. Thinking [...]

Community as a Marketing Strategy

by MichelaQ on July 18, 2011

According to Wikipedia, a “community” is a group of interacting people that share some common values. In human communities, intent, belief, resources, preferences, needs, risks, and a number of other conditions may be present and common, affecting the identity of the participants and their degree of cohesiveness. Being part of a community is important to [...]

Deliver Your Value Proposition to Your Audience by Telling a Good Story

by MichelaQ on July 4, 2011

New York Times journalist Rob Walker hypothesized that value comes from the story behind a product, and not the product itself. If this is true, then communicating the value of your offering is not only wise but also necessary. In today’s cluttered marketplace where thousands of brands are competing for consumer dollars and consumers have [...]

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