The Blog
We have a lot to say. Admittedly, some of it probably shouldn’t be said in public, so we’ll keep it to the stuff that matters. Don’t expect us to only spew words or facts. We’ll tell you what we think, and more importantly, why it matters to you.
How to evolve your target personas in higher education post COVID
As most of you know, your target personas should be a living document. Because society experiences shifts in attitudes and external factors, these personas should change as frequently as necessary to ensure accuracy. Markets can change quickly, and effective marketing must evolve with it. Many industries have experienced a dramatic shift in response to the past year, but perhaps none …
Remote Learning Presents Unique Challenges for Technical Schools
A Wall Street Journal article and accompanying podcast recently addressed several formidable obstacles faced by technical schools during the pandemic. Like other educational institutions, these schools had to quickly pivot from in-person to remote learning. To an even greater extent than traditional schools, the tech schools rely on in-person instruction. When Covid-19 shut down their campuses, their students had access …
Why Brand Strategy is in Such High Demand
If you know G/L, you know we’ve always talked about the importance of brand strategy. It’s been central to our 30+ years. It’s why we created Distilled Thinking, our 5-step comprehensive brand discovery and development process. However, CMOs throughout the industry are realizing the importance of brand strategy as defining who they are as a brand has become more important …
Revising Your B2B Strategy in the Post-COVID-19 Era
The world has been turned upside down by the COVID-19 crisis, and every industry had to adapt to new circumstances to survive. What does that mean for the future of your business? Digital sales will undoubtedly play an increasingly bigger role in your marketing success. McKinsey and Company, the global management consulting firm, is reporting major changes in the way …
Missed Media Opportunities: Industry Trade Shows
Think about it: Doesn’t it make sense to get to make an effort to educate media similarly to the way you’d educate a prospective customer?