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Branded Interviews: Your Pathway to "Enlightened" Thought Leadership
Traditional thought leadership – whether it’s delivered through owned media or earned media – most often involves showcasing your own...
Gordon G. Andrew
3 min read
4 Media Relations Lessons: Best Practices Learned the Hard Way
Media relations (or press relations) involves risks and consequences that can quickly derail any career, either as a corporate executive...
Gordon G. Andrew
4 min read
How To Make Marketing An Invaluable Function
In its landmark 2018 Pulse Survey of 220 Chief Marketing Officers, the executive recruiting firm Korn Ferry reported that, although financial results were the most important factor in their performance-based compensation, “52% of CMOs say they cannot make a direct and obvious correlation between marketing efforts and company performance.” At small and mid-sized businesses, the heads of marketing rarely receive performance-based compensation related to financial results or re
Gordon G. Andrew
4 min read
Diet, Exercise And Marketing: Self-Imposed Obstacles That Ensure Failure
There are practical reasons diet companies and national gym chains spend most of their advertising budgets within two seasonal windows: in advance of the new year, when people make their annual resolutions, and in springtime, when beachgoers face the prospect of wearing a bathing suit in public. Despite best intentions, many people who join gyms in January are likely to drop out in February, and many other new members will drop out within the next few months. Countless resear
Gordon G. Andrew
4 min read
Social Distancing: Marketing's New Strategic Mandate
Long before the fear of contracting COVID-19 entered our collective consciousness, and thanks to modern society’s reliance on electronic devices, many people were already practicing a form of social distancing. Without leaving our own homes, we text or play video games with friends. Many of us no longer call family members as often. I believe that the COVID-19 pandemic has simply accelerated social distancing, and that it will normalize self-imposed isolation long after it's
Gordon G. Andrew
4 min read
