Branding

Novel Ways to Promote Your Book

Author Martin Walker has filled the website promoting his food-obsessed detective character Bruno Courreges with loads of real content related to his fictional character. This surprisingly deep site contains recipes, wine recommendations and a visitor’s guide to the Perigord region of France where the novels are set. Walker also co-authored a cookbook for Bruno with his…

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Boost Your Empathy

Boost Your Empathy

Avoid lawsuits, understand your customers, members and employees, increase profits and make the world a nicer place A recent New Yorker article, “The Engineer’s Lament,” looks at well-publicized auto recall failures from an engineering perspective. In the famous cases of the exploding Pinto in the 1970s and Toyota’s sudden acceleration problems in 2009 and 2010, the car companies “[knew]…

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How Are You Different?

You already know you’re unique because your mother told you so. And she was right! Your company or organization is unique too. Defining what makes it stand out and communicating that to your clients, customers and prospects is key to successful branding. This is where your USP, or Unique Selling Proposition comes in. If you…

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