
Posts in category how to
Crowd surfing for target customers

I’ll bet you know someone who says with complete confidence: I don’t need a target customer. My customer is everyone who _____. Ah . . . but it doesn’t matter if your customer is everyone who golfs, everyone who reads, or even everyone who eats. You need a focused target customer strategy so you can avoid weak brand messaging and take advan [...]
Brand story party of the century

I’ve worked with Doug Kamerer for years now, meeting up with him as his career takes him to one great opportunity after another. His current gig is as Minister of Culture (cool title, huh?) for A.D. Farrow Co. Harley Davidson. A.D. Farrow is the longest continuously operating Harley dealership in the world. This gives Doug, a passion [...]
Why there’s no “easy” button for great content

I just hung up from a long talk with my brother Dan about the value of good content. During a rambling 45-minute conversation about all things digital, I ranted on about the difference between really great content and content that just tries to manipulate Google’s latest algorithm.
His take, and it’s brilliant, is simple:
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