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Back to school or back to the future?

By Nancy Garberson / Guest Column As marketers, we’re always looking at the future. It’s a little like going back to school: We look at...

Your brand can blossom with a plan

By Nancy Garberson / Guest Column Developing a brand takes a lot of planting, consistent work and the discipline to stick with it. Before you dig...

Spreading the love with successful communication

By Nancy Garberson / Guest Column In the last 10 years, public relations and corporate marketing communications have gone through a sweeping change. Companies that...

Straightforward originality and top-of-mind awareness

By Nancy Garberson / Guest Column True originality is what businesses strive for. A common approach for organizations wanting to differentiate themselves to establish credibility...

Ingenuity and proactivity boost marketing

By Nancy Garberson / Guest Column When I am teaching marketing, I sometimes hear my graduate students say, “I’m not creative, I can’t draw, and...

Following guidelines to effective advertising

By Nancy Garberson / Guest Column Marketing and advertising are critical to the goals of your organization. But with limited resources it is important to...

Measure the effectiveness of your marketing

By Nancy Garberson / Guest Column With marketing resources much more fragmented than ever before across multiple channels, measuring the effectiveness of a specific marketing...

Interrupt the norm with disruptive marketing

By Nancy Garberson / Guest Column Did the world really need another ice chest? Apparently it did because two brothers turned a $300 cooler into...

Predict the future with strategic planning

By Nancy Garberson / Guest Column Any organization that wants sustained growth needs to conduct regular strategic planning. It’s often difficult to predict the future,...

Positioning your message for success

By Nancy Garberson / Guest Editorial Segmentation, targeting and positioning – known by many marketers as ‘STP’ – together comprise a three-stage marketing process built...

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