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!
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.
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!
In the game of lead generation, there's lots of desire but uncertain methods. Here's a batch of methods that contribute to that goal of finding new prospects to whom to sell.
Sometimes, marketing brings together strange bedfellows. The recent Dentyne Ice spot provoked interesting thoughts of what should be...
Marketing has undergone a fundamental evolution (or revolution) - and the new focus is to be available in the customer's buying process to drive change, largely through event-driven tactics and through more emphasis on listening.
Over and over again comes the clarion call to marketing and sales professionals - just one thing!
While it is open for debate, there are general parameters within which a good marketing plan will fall. This is not, seemingly, the case for a corporate sales plan - the plan that overarches and informs all sales activities and strategy. Time to redress this lack!
