Marketing Craftsmanship | Highlander Consulting | United States

Highlander Consulting is a B2B marketing agency that helps clients to gain, keep and grow customers.

Is LinkedIn Helping or Hurting Your Company's Brand?

LinkedIn has become an important business channel, not only for individuals to showcase their professional credentials, but also for companies seeking to promote their value proposition and to establish or manage brand awareness. LinkedIn is no longer simply a social media tool that enables corporate executives to put themselves in play for a better job under the guise of “networking.” LinkedIn also is no longer just a digital marketplace for consultants, freelancers and agen

Using Negative Publicity for Negotiating Leverage

Using Negative Publicity for Negotiating Leverage

A behind-the-scenes PR tactic that’s occasionally practiced (most often by law firms on behalf of their clients) involves using the threat of negative publicity as a negotiating ploy. In high-profile divorces, disputes involving celebrities or sports personalities, corporate mistakes and the misdeeds of senior executives, the direct or implied suggestion that unpleasant, embarrassing or damaging information will be disclosed to the media often can serve as an effective bargai

What Your Doctor Can Teach You About Business Growth

What Your Doctor Can Teach You About Business Growth

For many decades, physicians have been taught the “3 A’s” of a sound medical practice. They are the 3 qualities that their patients will value most highly, in rank order of importance: Affability Accessibility Ability Regardless of whether your professional field is medicine, law, technology or finance, that same ranking applies to how you are valued by clients, particularly in B2B businesses. For better or worse, your clients judge you (or your firm) primarily on a personal,

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