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Starlight - Our Blog

Blog

Starlight is the blog of Todd Kasenberg, Principal of Guiding Star Communications and Consulting, and any invited guests. This blog covers a range of topics that include e-learning, customer experience, journey mapping, loyalty, marketing strategy, market research, and organizational culture. In other words - it's got a lot of gems for many different readers, but readers might have to be patient to find what works for them.  Enjoy!

 

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Are Car Dealerships on Their Deathbeds?

The generally poor customer experience from sales teams in car dealerships in Guelph and Kitchener/Waterloo have me wondering about whether we haven't reached the end of the line for dealerships.  When it comes to customer experience for a big ticket item like a car, you'd better put up or shove off.

by Todd Kasenberg
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MEDIA RELEASE: Case Swarm Enables Social Case Study Exploration

MEDIA RELEASE: Guiding Star Communications and Consulting is the lead partner in an online platform called Case Swarm (www.caseswarm.com).  

Case Swarm is an industry- or problem-agnostic software-as-a service web platform that enables social case study exploration.  Case Swarm lets defined teams explore case studies in a safe, structured and secure web environment. It collects the best insight from within teams, and gets people sharing their trouble-shooting excellence.

by Todd Kasenberg
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Content Marketing - Brilliant Curation with Curata

Content marketing has been around for a long time - but now, we've coined the term and created lots and lots of buzz about it.  Seems simple enough - (potential) clients would rather learn about your solution or product through reputable content.  They'll embrace, even if created by you, if it isn't overly pushy, and helps with big picture creation.  I recently toured a web-based content curation tool Curata - and was quite honestly blown away!

by Todd Kasenberg
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Questioning the Inanity of Television Advertising

Television advertising, as spotted on several Canadian TV channels, seems to be stuck in a rut of inanity.  It's feeling a bit like a Gong Show when ads show up; I'm just wishing I had the gong that would magically dismiss the stupidity from my screen.  Ad agencies should be ashamed of silly, shoddy work.

by Todd Kasenberg
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The Essence of Marketing

At the heart of the buying process is a (potential) client's pain.  Why must we persist in generating insipid, navel-gazing marketing communications that just don't respect that?

by Todd Kasenberg
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Engage Your Target Audience in Brand Planning

Engaging members of your target audience in deliberate and fun exercises during advisory boards can generate remarkable insight into your brand planning.

by Todd Kasenberg
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Website Stickiness

The principles of stickiness suggested by the brothers Heath actually make a whole lot of sense when applied to websites. Here's how you might build a sticky website.

by Todd Kasenberg
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Your Values Are Your Brand

Because relationships strongly colour our perceptions of brand, how your people act collectively (aka your organizational culture) speaks loudly in your efforts to brand yourself.  It's about more than logos and wordmarks - it's about values!

by Todd Kasenberg
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