Marketing Craftsmanship

Gordon G. Andrew

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

Two Reasons Why Marketing Fails at Small and Medium B2B Firms

There are two reasons why marketing fails most often at small- and medium-sized B2B firms. Either or both of these failings may apply to...

Gordon G. Andrew

10 Ways to Market Your Brand's Integrity

Regardless of whether your company is an established leader or an upstart, brand integrity matters. And it’s a corporate asset that needs...

Gordon G. Andrew

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...

Gordon G. Andrew

3.5 Reasons to Skip Industry Awards

For certain industries, such as financial services, that aggregate performance-related data – for example, in annual “league tables”...

Gordon G. Andrew

Skip the Marketing Plan. Try this "Easy-Bake" Recipe Instead.

The first question we ask prospective clients is, “Do you have a Marketing Plan?” Most prospects sheepishly acknowledge that they don’t...

Gordon G. Andrew

7 Signs that You're NOT a Thought Leader

Thought Leadership is perhaps the most widely used and consistently abused strategy in professional services marketing. There’s diverse...

Gordon G. Andrew

Thought Leadership: Becoming the “Go-To-Guy”

B2B marketers are often accused of speaking in buzzwords. One of those pieces of marketing lingo that we often use without a second...