Content Marketing vs. Marketing Strategy: Is Content Marketing Enough?

Marketing Communications Mix Tactical Tree

I came across a great article this week by Samuel Scott: Everything the Tech World Says About Marketing is Wrong. It was originally posted a couple of months back but the points are important and directly relevant to readers here at Gurulocity™. So, I figured I’d share the highlights. The article does a great job of answering questions that any marketer could …

Communication Strategy Template & Tips

Empty Advertising Billboard

Great communications and advertising begin with a great communication strategy. Here you’ll find a method and example template for identifying your winning communication strategy (downloadable pdf included). It’s an age-old question. Do great campaigns come from strategy or execution? The pragmatic marketer knows the answer is both. The more interesting question is often, “Where does the strategy come from?” Sometimes a …

Break Free From Addictive Coupon Strategy and Stop Wasting Your Brand’s Money

US Dollars

Coupon usage is rampant in consumer goods, but they often don’t enhance a brand’s bottom line or truly benefit the consumer. Learn how to break free from an addictive coupon strategy and start rebuilding your bottom line. Coupons are a big deal. According to a recent Inmar study, 92% of shoppers used a coupon in the last three months, and …

5 Ways to Boost Your Concept Statement Testing Results

Rising Blue Bar Chart

When writing a concept statement for concept testing, marketers sometimes overlook important differences versus brand positioning. By following the guidelines in this article, you’ll recognize the difference and craft concepts with a better chance of winning. At some point every brand marketer has to position a brand, product or service. They learn the tried and true rules and brand positioning format, and …

50 Quick Marketing Tips to Provoke Your Thinking

Transparent glowing human brain

In this post, Kevin Namaky shares short but provocative marketing tips to spark ideas for improving your strategy, initiatives and projects. Some people always have their antennae up. They’re always looking for small things that give them an idea for something bigger. Maybe it’s something they saw someone else do. Maybe it’s something another company puts out there, possibly in …

Brand Architecture Revealed: What Exactly is it?

Female designer drawing architecture while standing

Marketers use the term brand architecture a lot these days. But, depending on the speaker or context, it can mean a number of different things. In this post, you’ll find an explanation of the most common ways the term is used and the differences between them. Brand architecture as a business or marketing term has become really vague. It seems more …

5 Evaluation Criteria to Strengthen Your Positioning Statement

Strength

Five recommended evaluation criteria that will help ensure a strategically sound brand positioning statement and help you gain stakeholder alignment. Positioning is a strategic skillset that all great marketers and strategists need to excel at. But when you’re staring at the positioning statement looking for ways to make it stronger, it helps to have a cheat sheet or checklist of …