So my mother asked me about Twitter last week. My clients often ask me about it, too. They’ve heard the buzz, aren’t really sure what it is, but are concerned that they’re missing out on a great tactic. My first response to most questions about tactics is to refer back to the company’s brand strategy. If a tactic...

Fact: A great tagline is hard to write. Now, okay ones are pretty easy to come up with, and I have clients all the time who try to save money by tackling this task themselves. But there’s a tangible difference between the poetry of one written by a trained professional using a clear positioning statement, and one written by a well-meaning...

I had one of those circle-of-hell phone calls with AT&T last week. I worked with 3 separate individuals, 2 of whom were great and one who put me on hold for 30 full minutes. A few days later, I received an automated satisfaction survey via telephone. The survey assumed that I had only worked with one AT&T employee. There was therefore no...

I’ve been receiving more holiday e-cards than usual this year, no doubt due primarily to the economy, but I’m happy trees are being saved, regardless of the reason. Two cards I’ve received really stand out. One is a 100% direct, awesome viral marketing hit. So great, in fact, that this is the second year it’s run, and it...