Thought leadership
Somewhere along the way, building authority got confused with popularity. Be loud. Be everywhere. Be famous. Be the “top voice” on LinkedIn. That’s what it takes to win, right? That’s what we’re told by the hucksters, bro’ marketers and ‘gurus’. But what if it’s wrong? What
Authority brand
“How do I build more trust with my audience, especially online?” It’s a valid question, especially as the word ‘trust’ is thrown around with reckless abandon these days in business and marketing circles. We all know that trust is essential for influence, but too often, people default to vague
Thought leadership
In last week’s blog post, I got on my soapbox (metaphorically), raised a pitchfork (still metaphorically speaking!) and let fly about the growing number of braggarts, spotlight seekers and bro’ marketers who are infecting social media. "In an online world increasingly inhabited by grandstanders, wannabes and hucksters, it’
Brand & Reputation
In an online world increasingly inhabited by grandstanders, wannabes and hucksters, it’s only natural for credible operators - solopreneurs, founders and professional experts - to shy away from putting themselves out there, creating content, putting forth an opinion, and building a presence in the marketplace. I mean, who wants
Brand & Reputation
Back in 2006, the online performance artist, Ze Frank, described ‘brand’ as the “emotional aftertaste” conjured up by a set of experiences. I’ve always loved this definition - it sure beats how academics define brand! Eighteen years later and lo-and-behold, last week I heard Ze Frank’s brand definition
Brand & Reputation
We hear a lot today about the ‘creator economy’, but sitting parallel with it is what's known as the ‘reputation economy’. What’s the difference? IN THE VIDEO BELOW: I explain the differences between the two economies when it comes to creating content, but first, let’s unpack
Brand & Reputation
To build marketplace credibility, trust, and recognition for your personal or business brand today, you need to implement a strategic combination of marketing communications that involves, to varying degrees, content (long-form, short-form and micro format), social media, plus media and/or influencer relations. This combination will change, of course, depending
Uncategorized
Want to listen instead? All too often, in a short-term bid to grow sales, score votes or generate donations, we neglect the very things that underpin the achievement of the commercial goals we so desperately seek. For example: 👉 Increased brand recognition and top-of-mind awareness 👉 Enhanced personal or organisational reputation 👉 Growing
Thought leadership
Marketing in 2022 and beyond will not be about the number of Twitter followers or Facebook likes you have, or the really cool app you develop, or the YouTube video you produce in the hope it will “go viral”. Of course these are nice tangible measures to show off in
Brand & Reputation
In order to thrive and prosper in today's connection economy, companies, nonprofit organisations, government agencies and personal brand-based businesses need to establish, build, enhance and safeguard a reputation that's both recognised and respected. They also need to have a trusted brand that stands out amongst the
Uncategorized
One key theme I've pushed for a while now is the importance of companies and organisations bringing their experts out from the cubicle and placing them fairly and squarely (and strategically) into the public spotlight. In other words, rather than hide your experts away from public view, empower
Brand & Reputation
There are so many things that marketers and business owners can do today to generate interest in the products and services they offer. But therein lies the problem - there's a lot of confusion, not only in what to do, but what kind of resources do you need