B2Me — A New Hybrid Consumer Is In The Driver’s Seat

B2Me — A New Hybrid Consumer Is In The Driver’s Seat

It’s becoming clear that the profiles of B2B and B2C consumers are changing. One change that is interesting is that each is picking up traits of the other. According to a recent study by Forrester Research,* this new hybrid consumer: has an increased expectation of...
Communicating Your Story on a Whole New Level

Communicating Your Story on a Whole New Level

Some tech companies have products that aren’t very visual (or not visual at all). This can create challenges when trying to promote a product or add visual interest to any marketing efforts, like a website or a trade show booth. Still, there are things that can be...
Brand as Currency

Brand as Currency

A brand is sometimes thought of as a mask or outer facade that the company creates for public view, allowing it to dictate how people will perceive it. Sorry, but that’s wishful thinking. The brand needs to be an accurate representation of a company and...

Today's Trend is No Trend at All

There used to be trends — in art, music, fashion, and even business communications. I’m talking about real trends. Trends with lasting power — not some style du jour. But today, many styles or philosophies seem to co-exist. Instead of a meal with an entree of filet...

Why is it quiet during a tennis match?

I’ve always wondered why it has to be quiet during a tennis or golf match, but not during a baseball, football or basketball game. What if people cheered, whistled and yelled while listening to a symphony play, but sat quietly except to politely applaud at a the...