The strategic foundation of any business A strategic plan is an integrated process for defining an organization’s strategy or direction, and making decisions on allocating its resources to pursue this strategy. The planning includes the use of its capital and people over a five to ten year period. Strategic planning is the formal consideration of [...]
by Hiett Ives At networking events I’m usually asked, “What do you do?” It’s more common than, “What company are you with?” It’s not that different with trade shows. As a delegate walking a show where there are lots of vendors, what’s more important to you: What a company does? or Who they are? Most [...]
by Trisha Ahlman You have to know it before you can grow it: It’s an evolutionary process!” It’s your job to lead your company and visualize its grand future, but defining your brand can sometimes be overwhelming. Is it a contradiction to say you have to know it before you can grow it and it’s [...]
“Planting the seeds for long-term success!” Part 1 of a 2 part series by Trisha Ahlman Thinking long-term is the most important choice you make as a small business marketer. Too many just go with quick, cheap solutions and end up missing the mark entirely. Developing an image that will build long-term success is like [...]
by Trisha Ahlman Perceptual mapping is a graphical technique to visually display the perceptions of consumers or potential customers. To be most accurate, a perceptual map is made for all products, brands, attributes, audiences, and product lines. Why is perceptual mapping important? It helps you better understand your position in the market, your competitor’s position, [...]
by Trisha Ahlman Branding is a fad. Rest assured the concept of “branding” is here to stay. Branding is not a fad and it’s not a mysterious involuntary action just ask Coke, Kodak, Disney, or Jack-in-the-Box. In order to build a brand that lasts, you have to understand the principals of branding. The best place [...]
