INSIGHT
THE BOTTOM LINE BLOG
Four Steps to Developing a Winning 2018 Marketing Plan
Welcome back to the office after the long Labor Day weekend! Hopefully you had some time to relax, because now is the time to start your 2018 planning if you want to kick off your marketing efforts in January of next year. Recently, we’ve heard a lot of marketing...
Brand Essence – The Heart and Soul of Your Brand
Through our blogs over the years, the BottomLine Marketing team has tried to reinforce the importance of some basic brand and marketing strategy fundamentals: A highly differentiated and meaningful brand strategy that is based on conversation customer insights...
It’s Tiring to be a 24/7 Brand
Facebook’s recent announcement that it is hiring 3,000 people to review content for Fake News prompted us to think about what this mean for brands. It’s hard being a brand today. Brands have always faced publicity crises and other issues, but today the...
Customer Insights – You CAN’T Win Without Them
Many claim that digital marketing has fundamentally changed branding and marketing strategy. The premise is that messages can be delivered at lightning speed to more and more narrowly defined target segments at a given time and place; therefore, branding and...
Politics and the Super Bowl Finally Mix
We live in interesting times. In the marketing world, the Super Bowl is equivalent to the Academy Awards. Brand marketers showcase their commercials to an anticipating public. This year, the tone is a bit different. In the last couple of weeks, companies have...
Lots of Change but Marketing Fundamentals Stay the Same
Happy New Year! As we enter an era of accelerated technology and market disruption, we look back on the New Year’s advice we offered small to medium sized business back in 2014 to see how it stacks up. Not surprisingly the fundamental questions that drive more...
