Blog | Craft

Marketing’s Silver Bullet

When we think of silver bullets, we know they were a symbol for the Long Ranger. And, they certainly killed a Werewolf or two, but I...

Understanding Buyer Behavior to Develop Brand Messaging

Regardless of whether you’re competing in the B2C or B2B marketplace, understanding buyer behavior and what drives their decision to buy...

Listen Up! I’ve Got a Story for You…

Storytelling can be found throughout history and in every culture around the world. The art of storytelling is certainly not new and has...

Do you know your customer?

Know your customer. This has been my mantra since, well forever. I firmly believe you have to intimately know your customer. What...

No Need For Branding?

I was asked recently by an associate to help them with positioning and a messaging strategy for one of their clients. Seemed like a...

Buyer Personas-Another Arrow In Your Marketing Quiver

Developing and using buyer personas is a must these days. I don’t think anyone will disagree. The question becomes are companies,...