Bellroy and Beardman: Going from Story to Campaign

Bearded Man - Marketing Campaign Design

It’s all well and good to have our brand story lined out, but how do we then take that to market? How do we translate the brand narrative into an ongoing marketing operation? First, let’s acknowledge where most of us are starting. This isn’t our first rodeo. We’re already doing something in marketing, however small–even … Read more

KFC, Goth Kids, Sexy Mothers, and Edge Marketing

Edge Marketing

A media outlet like Vulture or Gothamist would rather have a reader be annoyed than get yawns and give up audience share to edgier media outlets. They want their stuff shared, and it tends to get shared precisely because it has that vibe of “finally, someone f-ing said it!” For every crank that comes back … Read more

Apocalypse Now: The Military Guide to Marketing-Sales Alignment

Sales-Marketing Alignment

The struggle for alignment starts with domain. Sales departments sometimes say, “Just get us leads, and we’ll close them”. Sure but, if it’s that simple, anyone can close them–marketing can close them–so why do would it need a sales department? Marketing departments like to say there are best practices for everything marketing-related, so let marketing lead, … Read more

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About once / month, corporate storyteller and digital ecologist® Daniel DiGriz weaves together interesting business stories, analytics, & examples for organizations committed to achieving their goals.

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