Open any industry trade magazine and you’ll see them – the non-customer-facing business to business companies. These are the brands that typical consumers never see and have never heard of, even though they may be giants within their industry. Social marketing whiz Josh McCormack calls them “non-visual brands”; you might call them commercial/industrial brands but [...]
I am the world’s biggest evangelist for my insurance company. Every chance I get, I tell people how great they are. It’s the kind of fantastic word-of-mouth that every company dreams of. So what did they do to deserve it? A couple of years ago a tremendous storm knocked down trees and power lines all [...]
How many times have you heard a client or a colleague say, “No one reads print anymore” or “No one is doing B-to-B business on Twitter” – or in fact anything beginning with the words “No one”? Projection, or assuming that others feel the same way you do, is a totally normal and typical human [...]