Whatever happened to… Over the past decade, we’ve seen a number of iconic brands simply disappear without a great deal of fanfare. On the other hand, we’ve seen the meteoric rise of new players that quickly captured the hearts, minds—and wallets—of consumers. But will they be able to sustain their gains? Only time will tell. Here we take a look at some of the “losers,” and some of the “winners” and try to determine what it is that keeps a brand strong. The Disappearing Acts According to the search results, several well-known brands have faded into obscurity over the past decade, including Pon ..read more

I tend to be passionate about some odd things (I can tell by the way people look at me sometimes…) One of the things I’ve been passionate about for a number of years is effective branding. It’s an issue that I find that many people—even very smart business people and sometimes even extremely smart communication professionals, don’t really fully understand. Recently I was asked to provide some insights for a small business audience about whether small businesses really need a brand (yes!!), and how they should do this. I jumped at the chance! Understanding “Branding”   First a definition ..read more

GenAI is neither 100% hero or 100% foe; it can be both, or neither. If you’re creating content and you’re not using GenAI in your work, you really should be. While it’s certainly a disruptive force and is both feared and reviled by some in the field, it does have some very useful applications. Here’s a list of 20 to get you thinking before the weekend and the end of the month. 20 GenAI Ideas for Content Creators Automating the creation and upkeep of a content calendar. Generating inspiring blog post topics. Crafting compelling social media posts rapidly. Using AI-driven prompts for copyw ..read more

As GenAI took the world by storm in 2023, I began to see frequent posts from fellow writers and content creators wondering about how, and to what extent, the technology would replace the need for their services. There have been a number of impacts, both good and bad. Productivity and Efficiency Streamlining Content Creation GenAI has been reported to decrease the workload for content creators by up to 60%, mainly by automating repetitive tasks such as data analysis, content drafting, and design work. Acceleration in Content Creation About 45% of marketers have experienced shorter content creat ..read more

I was an early adopter of GenAI and have been experimenting with its various tools since they first became available for consumer use. And I’ve found them to be very helpful for a number of things. In fact, I usually have at least two or three tools open on my desktop that I refer to throughout the day. GenAI Tools Are Useful, Sometimes… While I haven’t found them to be useful for actually writing content, I have found them to be very useful for other things, like reviewing and summarizing long documents or reports, answering various questions throughout the day and saving me time I might othe ..read more

This year’s Super Bowl LVIII will be held in Las Vegas on February 11 between two teams, that according to a number of online memes hardly anybody except fans in their states want to win. I’d have to agree. Unless my team (Green Bay Packers) is in the Super Bowl, I really don’t have much interest in the game. I do, though, have a lot of interest in the commercials! I taught advertising copy and design for a number of years at the University of Wisconsin-Eau Claire and one of the things I emphasized frequently with students was that ads should not be designed solely with the intent to entertain ..read more

While generative AI (GenAI) tools like ChatGPT, Bard, and others, may have most marketers focused on the content creation potential of artificial intelligence (AI), AI actually has many, many, other applications that marketers can leverage to boost effectiveness and cut costs. For instance, the ability to foresee and adapt to consumer behavior can provide a formidable competitive advantage for marketers. Enter AI! AI-powered predictive analytics is a cutting-edge tool that is transforming marketing decision-making by providing businesses with the foresight to anticipate market trends, understa ..read more

In the digital marketing landscape, creating fresh, engaging content consistently can be a daunting task. But there’s a pretty simple strategy that can help you maximize your content’s reach and lifespan without constantly having to come up with new ideas: content repurposing. Content repurposing involves taking existing content and adapting it for use across different platforms. The Benefits of Repurposing Content Repurposing content has several benefits. It allows you to reach new audiences who may prefer different content formats or use different platforms. It also enhances your SEO effort ..read more

As we move further into 2024, the landscape of Search Engine Optimization (SEO) is evolving at an unprecedented pace, largely driven by advancements in artificial intelligence (AI) and machine learning. These technologies are reshaping how search engines understand user intent and deliver results, making it imperative for SEO professionals and content creators to adapt their strategies accordingly. Here we take a look at some key trends and strategies for SEO in 2024, that you can use to help ensure that your content remains visible and effective in the face of continually evolving algorithmic ..read more

Artificial Intelligence (AI) is revolutionizing the marketing landscape, offering unparalleled opportunities for innovation, precision, and personalization. By incorporating AI technology, such as machine learning, big data, and predictive analytics, into their marketing activities, brands can deliver hyper-personalized content and interactive customer experiences.  Here we take a look at five successful AI-driven marketing campaigns and how AI can enhance your marketing strategies. Nutella: AI for Unique Packaging Design Nutella, the popular hazelnut spread brand, used AI to create uniqu ..read more