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Category Selected: Insights

Have you had your annual marketing checkup?


polishing a luxury sedan

The fundamentals of brand, marketing and communications are constant: Understand what is happening in your market with competitors, consumers and the ecosystem in which you operate. Develop a strategy to ensure you are positioned as an authentic, distinctive and compelling option for your customers. Execute that strategy using the best…

Need revenue growth? Here are six ways UX design can help.



In our modern world nearly everything you interact with has been designed. However, not everything is well-designed. Some of the things you interact with on a daily basis can be annoying or plain frustrating — sometimes so much so that you to abandon them or find an alternative. That’s why…

Search engine marketing trends 2019: Are you keeping up?


hand holding binoculars

If anything is certain in the almost 20 years that Google has sold advertising, it’s that change in its policies and programs is a constant. Staying on top of these changes — many tweaks, some substantial — makes our job, if not interesting, a challenge. The work is worth the…

A content strategy for your talent brand: five steps to unlock your potential


company meeting with staff on sofas, open office

The role of content in today’s customer journey cannot be overstated. Thanks to the internet and social media, every company is now a publisher; and those organizations that invest strategically and execute efficiently are finding outsized success in their markets. One study, by the Aberdeen Group, found that website conversion…

5 (+2) ways smart nonprofits make the most of their Google Ad Grant money



Considering there’s some 1.5 million registered charities in the United States, it continues to surprise us that only 20,000 charities worldwide are taking advantage of the Google Ad Grant program. But then again, it doesn’t. While this program, which provides up to $10,000 a month in free search advertising to qualifying nonprofits,…

Applying go-to-market discipline to your brand



It’s a truism these days that best-in-class organizations see brand as core to their end-to-end business operations, as well as to their end-to-end customer and talent experiences. “Brand is more than a logo”; you've heard it, you know it. So of course, most smart marketers ensure that any product, service…

How brands can combat the silo threat



  Your customers will be the first ones to notice We’ve all been there: After keying (or speaking) personal data into a customer support system, a human (or bot) comes on the line and promptly asks you for the exact same information that you just entered. Upon discovering that your…

Brand value & valuation



“If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you.” (John Stuart, Chairman of Quaker, ca. 1900) While great brands are often household names with substantial brand-building budgets —…

A New Year’s revolution: Why now is the time to audit your marketing (and how to do it)


Photo of pile of old, old paper maps of cities.

I spent a few years of my early career working in an organization chock full of pension actuaries; if you ever need a good actuary joke, just ask. Here's one: Q:  “How many actuaries does it take to change a light bulb?” A:  “I don’t know. How many did it…

It’s time to DevOps your brand — or: Brand management in the age of A.I.


Looking up in a forest from base of large evergreen tree.

A few years ago I was asked to participate in a breakout session pitting a bunch of entrepreneurial Silicon Valley marketers in the same room against some serious Fortune 500 CMO-types. They were mutually terrified of one another, and it ended up being an enlightening few hours. Looking back, I…