Category: Viewpoint

July 6, 2010

Your Thoughts On Our Tips for Businessweek?

Yes, that’s right, the mighty Businessweek recently called on us to contribute some tips on branding. The tips are being featured in a regular section targeted to small businesses. Three of our tips have been published in the last two months. Tell us what you think. We’d love to hear your two cents or even more.

Tip One: Your Brand is a Verb, Not a Noun

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June 11, 2010

Another fender bender from G.M.

When I read that the management at General Motors had sent out a memo to employees ordering them to stop using the nickname “Chevy” to refer to their flagship automobile – all in the interest of global brand consistency – I thought I might be reading The Onion instead of The New York Times.

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May 26, 2010

Your Brand is a Verb – An Example

Andrea Naddaff is writing a series of tips targeted for small business owners for Business Week. The first tip titled, “Your Brand Is a Verb, Not a Noun” was published last week.

I was asked to write about my favorite brand that is most definitely a verb. And I selected Swatch – throw out your outdated memories of Swatch from the 80’s – the cheap plastic watch is alive – and doing well.

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April 2, 2010

Montessori 2010 – Brand Communications and Successful Marketing

What is your school’s identity? What are its unique features and benefits? Most importantly, how would the various constituents in your community answer the above questions? With rising tuitions and increased competition, schools need to present a concise, compelling, and consistent message. Examine both traditional and new marketing tools, including social media, that will help you hone and project an accurate, positive image.

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April 1, 2010

Independent School Campaign Communications

A discussion by Andrea Naddaff, Partner and VP of Business Development, on campaign communications and case statements presented to the Regional Independent School Communicators (RISC).

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March 16, 2010

Social Media brings down the Maytag brand

We’ve mentioned here before that women comprise 51 percent of the population and control at least 85 percent of consumer purchasing power. Couple that with statistics from BlogHer that 42 million women in the United States (roughly 53 percent of the 79 million adult women in the United States who use the Internet) participate in social media at least weekly. These online women are spending less time with traditional media like television, newspapers and magazines.

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February 24, 2010

A Rotten Apple

When Apple launched the much-anticipated iPad last month, Twitter and the blogosphere went crazy discussing the new product. But the attention was probably not what Apple was banking on.

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January 7, 2010

Effective School Marketing

Stratospheric tuition. Escalating costs. Shifting demography. Expanding choice. These and other numerous external factors can potentially damage, or even deplete, the new student prospect pool, so schools must pay more attention than ever before to marketing concerns. While many equate marketing with advertising and promotion, making the most of external initiatives begins with a cohesive and collaborative internal effort. The most effective school marketers recognize the power of partnerships among key internal stakeholders, including faculty, admissions, development and finance staff. Integrating departmental functions is not only good leadership and management — it’s great marketing. By listening carefully to those you seek to serve, making sure all stakeholders understand their roles, and putting the right technology infrastructure in place to support communication, schools can foster strong internal collaboration that helps to advance their missions.

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January 6, 2010

In a New Age, All Women Need to Work Together

Whether it’s baseball, climate change or Taylor Swift, each generation needs to know enough to follow a conversation about current events and a little pop culture. Cruise Hulu and read the Huffington Post, no matter how old you are.

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December 21, 2009

To Celebrate the Season of Sharing…

To celebrate the season of sharing, this year we’ve made a contribution to The Food Project in honor of all of our clients past and present. To see what this thoughtful organziation does for communities and youth, visit

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