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10 Steps for your company to embrace cause marketing — and be believed!
I’ve often said that marketers flock to whatever is popular until they ruin it. And the latest thing that’s popular is cause marketing. Predictably, the marketing airwaves have been filled with news...
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How corporate values guide marketing through a crisis
Last week I was honored to participate in The Global Peter Drucker Forum, a prestigious annual gathering of business thought leaders in Vienna. Unfortunately, due to the pandemic, it was obviously not...
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Mr. Beast and the formula for viral content
In the latest episode of The Marketing Companion, Brooke Sellas and I talk about YouTube superstar Mr. Beast, his formula for viral content, and his wild new entrepreneurial effort to feed America....
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Ten inspiring examples of Human-Centered Marketing
When I wrote Marketing Rebellion, I proposed that in the end, “the most human company wins.” I believe in our hearts we all seek communion with real humans, and to the extent we can do that with our...
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Five best practices for those difficult brand apologies
By Kiki Schirr, {grow} Contributing Columnist We’ve all experienced bad apologies: I’m sorry you feel that way. (non-acknowledgment of wrongdoing that can even suggest the person is being too...
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The thunderous collision of civil activism and marketing
I’ve been in marketing for many years and I’ve seen such upheaval over the decades. But I can make a case that an all-time Top Five issue in our profession is the emerging collision of civil activism...
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Unlocking the Power of Curated Content for Your Business
For more than a decade, I’ve been teaching about the power of curated content, and it occurred to me that I’ve never written about it on this blog. If you’re trying to find a powerful new way to stand...
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When do you and ChatGPT cross the Milli Vanilli Line?
I recently engaged in an energized LinkedIn discussion with Frank Prendergast and Jason Ranalli. We were trying to discern the “Milli Vanilli Line” when it comes to personal disclosure and AI. Never...
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Cutting through the hype of Custom GPT
Open AI, the parent company of ChatGPT, recently introduced new functionality that allows you to create an AI personal assistant — a custom GPT — software anyone can program by simply typing in what...
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A New Commercial Strategy: Creators and Community
Over the past few months, I’ve been immersed in projects and research that have reinforced the idea that creators and community are driving huge changes in commercial strategies. These new dynamics...
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How do you measure the value of a brand community? Ten ideas.
I’ve been giving many talks about community-based marketing, and one of the common discussion points is measurement. Isn’t that ALWAYS the most important question in marketing? What’s the value of a...
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