All activities in support of formulating and communicating the value of the firm's offering to the target market in support of current and future sales.

the ceo magazine, blogging,
Marc Dube, Founder & President, ActiveBlogs

Many claim blogging is dead—a marketing tool of the past. They incorrectly assume that since individuals and companies have been blogging for 10 years, there’s nothing left to write. Meanwhile, 70 percent of marketers surveyed stated that they are creating more content now than they did in the previous year (Source: Content Marketing Institute). Just think, at one time, companies did not believe they needed a website, believing it was just a fad––how times have changed! Producing high-quality content and consistently posting it on a company blog provide organizations with a valuable tool to attract prospects, deliver the information they seek, and turn them into satisfied customers.

Many of our business models and leadership strategies are based on expectations and educations that are no longer relevant. We are currently engaged in a revolution, the equivalent of the industrial revolution that changed the world a century ago, yet many of us are failing to adapt and evolve.

There are many businesses and individuals in the world today who are the new blacksmiths – they just don’t realize it yet.

the ceo magazine, branding,
Larry Light and Joan Kiddon, Authors, New Brand Leadership: Managing at the Intersection of Globalization, Locatlization, and Personalization

The world is becoming more global, more local, and more personal all at the same time. How business leaders manage global brands must now change to address the collision of these three forces.  Global marketing has evolved from central standardization (One-Box Model), to Think Global. Act Local. (Two-Box model or the hand off of global thinking to regions for implementation). It now needs to further evolve to a new Collaborative Three-Box Model. The Collaborative Three-Box Model is more than a change in how we market our brands. It is a culture change based on shared responsibility. It is a construct, a platform for strategies, metrics, and actions that address both global brand necessities and regional expressions that make the brand relevant at the regional, local, and personal levels.



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