How to Rename a Company

It’s a joy to name companies, but renaming can be a minefield. Even if the existing company name has utterly failed, there will be timid people who believe nothing should change. There are also fears, sometimes legitimate, of losing brand equity/visibility/reputation/whatever if the transition is badly handled. Yes, branding can be tricky, but fortune favors the brave. Suit up. Will …

Are you content with your SEO?

The single best thing you can do to be more visible on search engines? Have plenty of engaging, readable, relevant, original content. Why? Because over time, people will read it and link to it. It’s as simple as that. Inbound links are that big. (Not reciprocal links. Don’t be conned by offers of link exchanges – they’re essentially worthless.) We’re …

23 magazines killed in one day.

The publisher, Reed Elsevier, pulled the plug and pronounced them dead yesterday. This is not the recession. This is evolution. It’s just not a good time to be in the magazine business. Or newspaper. Or printed catalog. Or direct mail. Or buggy whip. Who’s next?

Shortening

Every B2B marketer hopes to “shorten the sales cycle” There are lots of ways to do it, and sales gurus earn hefty fees showing you how to streamline the process once the suspect becomes a prospect and enters the big, wide sales funnel. There’s lots to do to improve information transfer, or to be seen as a responsive collaborator. Consultative …

Still printing brochures? On paper?

Organizations that mow down trees to publish paper brochures do it because daddy did it. Long experience tells them they can impress the hell out of prospects with glossy, colorful, brochures and catalogs – after, of course, the long pause for snail mail to arrive. Maybe there’s a stamped, die-cut, embossed folder with a DVD showing videos of the factory/campus/products/whatever. …

Out-walk the zombies

Zombies in the movies are, we must admit, terrifying, but mostly for their apparent lack of personal hygiene. You do not want to sit next to one on the bus. They’re also famous for staggering clumsily out of the graveyard toward the screaming ingenue and her pretty-much-doomed boyfriend. It is quite apparent that these stiffs are stiff: they have not …

Is Chinese branding ready for a great leap forward?

Chinese branding lags far behind Chinese manufacturing. Chinese businesses seem temporarily content to be the world’s manufacturer. That means the $6 item purchased in the US delivers to them only one dollar out of the six, far less than it delivers to the brand holders. But they will adapt, and the impact on Chinese GNP will be profound. Yes, Lenovo is …