The Good, the Bad, the Ugly of Digital Marketing
When it comes to digital marketing, businesses often think of the typical activities that come to mind, such as creating a website,...
Establishing a Competitive Intelligence Program
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Angelo Ponzi
- Sep 28
- 7 min
What is VRIO and How Can It Help My Business?
VRIO stands for value, rarity, inimitability, and organization
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Angelo Ponzi
- Sep 5
- 7 min
Customer-first Strategies: Identify Your Target Persona and Other Tips
Customer-first Strategies: Identify Your Target Persona and Other Tip
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Angelo Ponzi
- Aug 15
- 4 min
Driving Brand Differentiation
You know the feeling. You're scrolling through your feed and you see yet another ad for some product you're not interested in. Or, even...
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Angelo Ponzi
- Jul 29
- 4 min
The North Star Metric: What Truly Drives your Business
Is the "North Star Metric" (or NSM) merely another marketing jargon used to rename a concept we’re already familiar with? We speak of key...
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Angelo Ponzi
- Jul 18
- 3 min
Beyond Generalizations: Embracing Strategic Segmentation
When it comes to your target customers, do you think one-size-fits-all? If so, you may be missing out on endless brand opportunities. The...
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Angelo Ponzi
- Jun 14
- 2 min
You Have Data... Now What?
As we discuss frequently at CRAFT, marketing should be looked at through a strategic lens, not merely a tactical one. A central piece of...
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Angelo Ponzi
- Jun 6
- 4 min
Strategic Pivots: When’s The Right Time To Change A Marketing Strategy?
In marketing, the status quo doesn’t always meet the mark. As your business evolves, keeping your marketing strategies fresh and relevant...
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Angelo Ponzi
- May 3
- 3 min
In the Sport of Marketing, Are You Playing Offensive or Defensive?
Every marketing strategy is unique, depending on your company’s unique positioning and brand characteristics. However, when it comes to...
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Angelo Ponzi
- Apr 11
- 4 min
Identifying Your Brand's Key Performance Indicators
Despite the tactical approach that most businesses take when it comes to marketing, data-driven decision-making must be at the very core...
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Angelo Ponzi
- Mar 24
- 3 min
What’s Your Sustainable Competitive Advantage?
In marketing, the concept of “competitive advantage” is thrown around fairly loosely. While there are many tips and tricks up any...
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Angelo Ponzi
- Feb 28
- 3 min
Strategic Marketing, Inside & Out
Your plan is in motion, and you’re officially converting leads into committed clients. This means that your marketing plan has officially...
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Angelo Ponzi
- Jan 20
- 3 min
Competitive Intelligence: Know Your Competitors, Don’t Copy Them
In a recent article, we highlighted the importance of establishing a competitive intelligence program for your business in an effort to...
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Angelo Ponzi
- Jan 6
- 3 min
Building Brand Relationships Through Referral Marketing
Think about the last product or service you made a plan to invest in. Did you make the purchase based on the brand’s marketing materials...
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Angelo Ponzi
- Dec 19, 2021
- 3 min
Marketing Architects: Designing a Sustainable Brand Foundation
Have you ever seen a building that looks really cool, only to find out later that it is not structurally sound? Your marketing is no...
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Angelo Ponzi
- Dec 2, 2021
- 3 min
Values: Your Brand’s Underutilized Marketing Strategy
When it comes to marketing, your product is only the tip of the iceberg. While crafting how you will present your product (or service) to...
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Angelo Ponzi
- Nov 19, 2021
- 3 min
Competitive Intelligence: Helping You Build Stronger Brand Strategies
The internet has made the world a much smaller place. It has also given rise to an increasing number of businesses competing for their...
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Angelo Ponzi
- Nov 4, 2021
- 4 min
Supply Chain Crisis: Coping With the Global Ripple Effect
If you're an American business owner, the increasing challenges in the supply chain are likely on your mind right now. From product...
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Angelo Ponzi
- Oct 28, 2021
- 3 min
Marketing: Expense or Investment?
Is marketing an expense or investment in your organization? If you immediately think expense, I’d venture to say that you are in the...
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Angelo Ponzi
- Oct 3, 2021
- 4 min
Renew, Recapture & Acquire: Turning Today’s Connections Into Tomorrow’s Customers
It’s no secret that COVID-19 has caused huge strains on businesses around the globe. Over a year and a half in, the seemingly...
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