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Brand determined by customers

By Lynn Manternach / Guest Editorial When it comes to your company’s brand, have you been drinking your own Kool-Aid? You know what I’m talking about:...

The benefits of a brand new style

By Lynn Manternach / Guest Editorial What is it about marketers that makes them want to create something new all the time? “It’s not a new...

First strategy, then tactics

By Lynn Manternach / Guest Editorial Most marketers want solid strategy behind their marketing and branding efforts. But wanting strategy and making it happen are...

A strong culture is a strong brand

By Lynn Manternach / Guest Editorial How would you describe your company’s culture? It’s not an easy question for most company leaders to answer, but it’s...

Boost bottom line with customer insight

By Lynn Manternach / Guest Editorial Three-quarters of marketers say they know what their customers want, but only 34 percent have actually taken the time...

Six signs it’s time to rebrand

By Lynn Manternach / Guest Editorial A lot of money is spent every day by businesses promoting messages that don’t stand out. The marketing environment...

Who do you love?

By Lynn Manternach / Guest Editorial According to recent research, you probably love The Walt Disney Co., Yahoo!, Google and Sony. These companies top APCO’s list...

Relevance is defined by the consumer

By Lynn Manternach / Guest Editorial Is your content relevant? The answer to that question might differ depending upon whether you are wearing your consumer...

It’s not marketing if you don’t have a strategy

Lynn Manternach / Guest Editorial Is your company implementing content marketing without a strategy? The popularity and effectiveness of content marketing continue to increase. But there’s...

The power of employee brand advocates

By Lynn Manternach / Guest Editorial Brand advocates are a powerful force. They are the people who talk favorably about a brand without being asked...

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