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Gordon G. Andrew
- May 22, 2017
- 4 min
Managing Brand Strategy…When Your Name is on the Front Door
Any business founder / owner whose surname serves as their company’s brand name has a unique challenge. If (s)he’s built a successful...
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Gordon G. Andrew
- Apr 4, 2017
- 4 min
Marketing Lesson from Ian McTavish: 7th Generation Scottish Bagpipe Maker
On a trip to Scotland in the 1980s, from my rented car on a road outside of Glasgow, I spotted a crude hand-painted sign nailed to a tree...
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Gordon G. Andrew
- Apr 4, 2017
- 4 min
First Aid for Media Burn
Regardless of how well a company communicates with the press, it stands a good chance of being "burned" on occasion. From minor misquote...
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Gordon G. Andrew
- Feb 22, 2017
- 3 min
Making B2B Buyer Shortlists: Is Your Firm Even in the Game?
For most B2B companies, there's no way to predict when a prospect will purchase their product or engage their services. Sales cycle...
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Gordon G. Andrew
- Feb 7, 2017
- 4 min
How to Sell to Companies that are Out of Your League
The most enduring injustice in the world of B2B marketing is that, very often, a firm with strong brand perceptions will be selected over...
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