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Your Brand Is Not Your Product

Your Brand Is Not Your Product | Entrepreneurship | Scoop.it
One of my core beliefs of effective content marketing is to deliver content people actually want. Publish stories they actually will enjoy - to read and to

Via Ally Greer, Brian Yanish - MarketingHits.com
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Guillaume Decugis's curator insight, May 30, 2014 7:40 PM

I always love reading what Michael Brenner has to say. He's a super intelligent authority on content marketing with tons of experience and great knowledge to share.


I like this piece for a few reasons. First  off, I couldn't agree more. Michael highlights some awesome examples of content marketing & advertising by big brands like IBM and Coca Cola and how they use marketing and advertising to tell the stories of their brand rather than just to talk about their product. To take it even a step further, the stories of their brand often don't even mention the brand itself, but rather they tell the stories of the value behind it.


Worth noting, though, is that these brands are able to do this. At one time, they weren't established brands and had to go door to door (figuratively) and sell their products. For startups and small businesses, thought leadership and brand values are great to write about and include in content marketing, but it's also important to keep some of the focus on your product and how you can pragmatically help your potential users/customers. 


I'd love to hear your thoughts on talking about your product vs. talking about your brand & values and where the line crosses where you might not have to do both any longer.

Guillaume Decugis's comment, June 13, 2014 4:25 PM
@Neil Ferree link fixed: thx!
Ronald Bannon MBA, C.Adm., FCMC's curator insight, June 29, 2014 2:04 PM

One of my core beliefs of effective content marketing is to deliver content people actually want. Publish stories they actually will enjoy – to read and to share.  To do this you have to follow a very small set of simple rules:


  1. Make it interesting. A great story. Relevant to your audience. An important lesson or a key trend.
  2. Make the reader the hero of the story. Don’t sell. Connect on a human level. Tap into emotions.
  3. Take the brand out of the story. Don’t promote the brand. Be the platform. Not the story itself.
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Leadership Lessons From LEGO

Leadership Lessons From LEGO | Entrepreneurship | Scoop.it

Many of the lessons learned in fatherhood apply, on a certain level, to change leadership. Here are the parallels between building a complex LEGO set and coaching a client through transformational change.


Via Kenneth Mikkelsen
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Ivon Prefontaine, PhD's curator insight, September 24, 2013 12:39 PM

The interchangeable parts is the one that stood out for me. It does not mean we are disposable, rather it means we have flexibility and can move into the foreground and background as necessary.

Joe Boutte's curator insight, September 24, 2013 9:48 PM

...and it takes time.

donhornsby's curator insight, September 29, 2013 9:31 AM

(From the article): Look, as a leader, you set the tone for how your employees experience large-scale change. You could be the one that enables fearless (but informed) innovation and experimentation – or you can be the one holding up the instruction book saying, “That’s not how we do it.” The choice is yours.

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6 Cities and States Reinventing Themselves Through Branding

6 Cities and States Reinventing Themselves Through Branding | Entrepreneurship | Scoop.it

"Is it possible to distill the character of a city into a single, striking logo? In some ways it seems crass to (re)brand a place, reducing the complexity of a locale into to what is, essentially, a marketing campaign. Done well, however, the efforts can unite locals and lure leisure travelers, who bring with them a major financial boon (check out the World Bank’s map of international tourist dollars from the past four years—there’s a lot of cash involved). But have we reached peak branding?"


Via Julien Dos Reis Pedro
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World's Top Brands, Where Are The Chinese?

World's Top Brands, Where Are The Chinese? | Entrepreneurship | Scoop.it
Image via CrunchBase Nowhere. China may be growing by leaps and bounds and has become the world’s second largest economy, but Chinese companies have yet to make it to Forbes’ Most Powerful Brands list and Interbrand’s list of Best Global Brands.
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16 Body Language Tips to Improve Your Nonverbal Communication

16 Body Language Tips to Improve Your Nonverbal Communication | Entrepreneurship | Scoop.it

Via Daniel Watson
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Graeme Reid's curator insight, February 3, 2014 6:10 PM

Some useful tips to communicate more powerfully.

Bernard Guévorts Authentis's curator insight, March 13, 2014 4:38 AM

De bons conseils !

Richard Lock's curator insight, March 13, 2014 4:59 AM

Think of reading body language as a detective trying to solve a crime. No one piece of evidence on its own is worth much. However, when several pieces of evidence point in the same direction - start paying attention.

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Personal Branding for Introverts

Personal Branding for Introverts | Entrepreneurship | Scoop.it
Build your reputation — without the schmoozing.

by Dorie Clark - 'I had just finished a talk at a leading technology company when an engineer approached me. “I liked your ideas about personal branding, and I can see how they’d work,” he told me. “But most of them aren’t for me — I’m an introvert. Is there anything I can do?” What he didn’t realize is that (like an estimated one-third to one-half of the population) I’m one, too.'

book: Reinventing You: Define Your Brand, Imagine Your Future by Dorie Clark. http://shrd.by/Rt29O4


Via Douglas Eby
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Meagan French's curator insight, September 21, 2013 8:57 PM

Some interesting insights on creating a personal brand as an introvert. Networking is definitly slanted to extroverts, but using our strengths can actually help make us better networkers.

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10 Twitter marketing tips for personal & business branding

10 Twitter marketing tips for personal & business branding | Entrepreneurship | Scoop.it
Twitter is indeed an extraordinary platform for connecting with people sharing similar interests – through micro blogging.Today, most people are extremely busy and have very little time to read lengthy articles/blogs and so Twitter’s 140-character...

Via Thomas Faltin
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7 Startups in Asia That Caught Our Eye

7 Startups in Asia That Caught Our Eye | Entrepreneurship | Scoop.it
It’s just two more days until we start a brand new exciting year! But before we do, we have for you a compilation of all startups we covered this week.

Via Paul Eichholtzer
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