“You can have a very clean product, a very task-focused product, and people look at it and say ‘yeah, I get that, I know how to use it’, and they look at your docs and it’s a 400 page user…
Blog Archives
Technical Communications: Documentation, UX, and Cohesive Brand Experiences
Tagged with: brand personality, branding, Communitech, documentation, Kate Wilhelm, outside-in, Peter Morville, ROT, Technical Communications P2P, technical underpants, user experience
Posted in Marketing
Posted in Marketing
How to Hire Rock Stars
Imagine that you run a start-up: no website; limited funds; no brand recognition, no HR experience. How are you going to attract and hire the best? Have you ever struggled to fill a job opening on your team or in…
Tagged with: Aterlo, brand personality, branding, Canadian Human Rights Act, Communitech, entrepreneurship, hiring, HR, interviewing, recruitment, start-ups, Vidyard
Posted in Careers, Management
Posted in Careers, Management
What we can learn from the world’s best technology name
“In the positioning era, the single most important marketing decision you can make is what to name the product.” – Al Ries and Jack Trout, in Positioning The name you choose for a product, service, feature, technology, ideology, company, or…
Tagged with: Apple, branding, naming, Quattron, Retina display, scientician
Posted in Advertising, Marketing
Posted in Advertising, Marketing
A reputation is a tricky thing
“Reputation is like a sort of armor, or a weapon you can brandish if need be.” – Kvothe “Everyone knows a man’s reputation except the man himself.” – Sleat In an online world that keeps a complete and indefinite history…
Marketing to the Rescue!
“A good map tells a multitude of little white lies; it suppresses truth to help the user sees what needs to be seen.” – Mark Monmonier, in How to Lie with Maps The other day I wrote about a marketing…
Tagged with: branding, outside-the-box, strategy, success, tactics
Posted in Advertising, Everything, Marketing
Posted in Advertising, Everything, Marketing
Fun with advertising: you’ll laugh, you’ll cry, you’ll be shocked, you’ll be confused
Now that Christmas is out of the way for another year, we can get back to what’s really important: advertising! It might not have come across yet, but I take quite a passionate interest in advertising: the good, the bad,…
Tagged with: branding, evil, failure, mistakes, prankvertising, success
Posted in Advertising, Marketing
Posted in Advertising, Marketing
Book Report: The 22 Immutable Laws of Marketing
“Marketing is a game of mental warfare. It’s a battle of perceptions, not products or services…There is no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are perceptions in…
Tagged with: 22 Immutable Laws of Marketing, Al Ries, B2B, B2C, branding, Communitech, Jack Trout, opportunities, perception, pioneers, Pragmatic Marketing
Posted in Advertising, Books, Marketing
Posted in Advertising, Books, Marketing
Robots! Lasers! A cute girl! A cat! …and delicious grilled cheese!
What do you think of when you see the first four parts of that headline? Most of us probably thought “Jerry Bruckheimer summer blockbuster spectacular with thin plot and thinner characters”, but if you didn’t say “Internet browsing”, then Microsoft…
Tagged with: brand personality, branding, Cheeses Murphy, Duke Food Block, IE
Posted in Advertising, Marketing
Posted in Advertising, Marketing
Me Inc. and The Brand Called You
Not only will your personal brand help you to stand out in a crowded marketplace, but a deep, true understanding of your brand can serve as a guiding light, helping you to choose your path when faced with many options.…
| How Your Brand Can S… on The Third Age of Marketin… | |
| Book Review: Brainia… on Book Report: Brainiac | |
 | Lee Brooks on Awkward Meetings – Volume… |
 | Matt Duench on Awkward Meetings – Volume… |
| Book Report: Zone to… on Doomed from Inception: The Hor… |
Leadership, Marketing...and Everything 