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3 Simple Ways to Make Your Brand Stand Out

Wednesday, October 09, 2013 - Kim Brebach

Branding - why daring to be different delivers

Without a unique value proposition, yours is just another business

Making your brand stand out is not a matter of coming up with a new logo and tagline. Sure, lots of big companies do that -- like banks, oil companies and telcos.  They’ll spend millions on a refresh, and millions more on advertising campaigns to support the new paint job. It’s a waste of money for the banks who’re already  branded as greedy and uncaring by customers who largely despise them.
  Read more


Google Hummingbird Update – How Will it Affect You?

Thursday, October 03, 2013 - Kim Brebach

Google Hummingbird update – no need to be nervous

Google officially introduced Hummingbird on its 15th birthday. It’s a sign of the times that Google’s announcements on search algorithm updates get about the same press coverage as  Ben Bernanke used to get for his Federal Reserve updates to Congress.

Bernanke
should’ve made investors nervous but didn’t. Google has made marketers nervous for several years now, and it has done that with cute animals like Penguins and Pandas. Hummingbirds are the most nervous of animals: they hover in mid-air by flapping their wings up to 80 times a second. They can fly at speeds up to 50km/h, and they can fly backwards. Feeling nervous yet?  Read more


7 Ways to Attract More Readers to Your Blog

Wednesday, September 25, 2013 - Kim Brebach

Why being yourself will attract readers to your blog

Every has or should have a blog these days, so there’s a lot of competition for your target audience. Yours needs to stand out from the crowd. We'll show you how to push your blog to the front of the pack. Let's first recall why so many organisations invest so much time and effort in blogs' they work. Surveys have shown that companies that blog actively:  Read more


Social Media - Snake Oil of our Time?

Saturday, September 21, 2013 - Kim Brebach

Social media and marketing - why CEOs do not trust either

2 out of 3 Digital Marketers admit they don’t know what they’re doing. 4 out of 5 CEOs Don’t Trust Marketers.

That was the headline in a press release published by the Fournaise Marketing Group in the UK. Fournaise said it had interviewed more than 1,200 large corporation and SMB CEOs and decision-makers in North America, Europe, Asia and Australia. This was the majority view:   Read more


How Southcorp and Fosters Trashed Rosemount

Tuesday, September 17, 2013 - Kim Brebach

Rosemount - why branding is not just about money

Would you pay $1.5 billion dollars for a brand and pour it down the drain?

By the turn of the millennium, Rosemount was one of the most recognisable wine brands in Australia. It was the country’s fifth biggest wine company, and it was profitable. It made large volumes of cheap and cheerful Chardonnay under its diamond label, along with premium wines such as Roxburgh Chardonnay and Balmoral Syrah.  Read more


Big Data – Has Marketing joined the Dark Side?

Thursday, September 05, 2013 - Kim Brebach

Big Data - how Big Brother knows everhing about you

Big Data or Big Brother?

Big Data is one of those terms that suddenly appeared on everyone’s lips. Did you miss that crucial moment when you could still ask what it meant without people giving you strange looks? We’re here to help, because the Big Data industry does a lousy job explaining what Big Data is and what the fuss is about.
  Read more


How to Write White Papers Your Audience Will Love

Sunday, September 01, 2013 - Kim Brebach

7 steps to White Papers that are read kept and shared

Why are so many white papers so boring?

White papers remain valuable resources in B2B marketing, according to a recent Eloqua survey. White papers are sought after by decision makers in complex sales cycles, but they're impatient and short of time. If your white papers are boring, they'll be tossed out faster than a snorer at a recital.
  Read more


Re-targeting, Re-marketing or Repugnant Advertising?

Thursday, August 15, 2013 - Kim Brebach

Re-marketing - why it is really re-Advertising

Have you been stalked by a pair of shoes lately?

If you’ve looked at products on a website, you may find ads for these things following around. ‘It’s weird to have a pair of shoes I looked at on a brand’s website follow me around the web for days or even weeks,’ writes Doug Kessler at Velocity Partners. I had the same experience after I downloaded a PDF on lead generation from a site: now the banners follow me everywhere I go.
  Read more


Marketing Goals vs Strategy vs Tactics – 5 Lessons from Footie

Tuesday, August 06, 2013 - Tracey James

Marketing goals vs strategy vs tactics. 5 lessons from Footie

What about a goal?

I was gob-smacked the other day when a new client CEO asked us to focus the meeting on strategy. He then  proceeded to detail tactics for the next hour. I didn’t want embarrass him in front of his team, but it wasn’t just the strategy-tactics confusion; he hadn’t shared the big picture with them, but had with us. We knew the end game and the agreed strategies to get there, but they didn’t, so strategy wasn’t going to be blinding anyone that day.
  Read more


3 Dumb Ways to Lose B2B prospects

Friday, August 02, 2013 - Kim Brebach

B2B Content - why even the experts get it wrong

Yet we see these mistakes every day. 

You can come up with the smartest headlines and subheads; you can craft terrific content and polish it with the skills of a master wordsmith; you can target the distribution of your
content with exquisite specificity … you can do all of this but you’ll fail to reach your audience if you haven’t taken care of the 3 biggest turn-offs.  Read more





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We felt there wasn’t enough material to write case studies. Through the process, we found we’d been focusing just on the technical, but what clients liked was that we ‘humanised’ IT. Technoledge got some exceptional insights and quotes they would never have told us directly. A very useful exercise.
Chris Marshall
CEO, Blue Apache

 

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