North American President of Cohn & Wolfe
Jim Joseph is the North American president of New York-based communications agency Cohn & Wolfe, part of the media company WPP Group PLC. He is the author of three books, including the latest, (Happy About 2013). Joseph also teaches marketing at New York University and blogs at The Personal Experience Effect JimJosephExp.com.
If you really want to connect with customers, keep these three principles in mind as you shape your campaign.
With every site jumping on the content-marketing bandwagon, it can be challenging to get your content noticed. But if you keep your focus on your customer, you can stand out from the crowd.
When the content you create comes from where your skills naturally lie, customers are more likely to embrace it.
Business owners should follow big brands' leads and fashion content that speaks to customers.
The Mexican food brand is great at developing content and pushing it to its customers. Here's what you should do to be more like it.
Small businesses should get to know their clientele when crafting their strategy.
Entrepreneurs and small and medium business owners are primed to provide useful information to their customers in a deeper and more engaging way.
You call the shots, you mark the pathway and you lead by example. You are the benchmark brand.
The pharmacy's decision to pull tobacco products offers an example to follow.
Small businesses should follow the proven techniques of the big brands.
A purpose should be a natural extension of your brand, whatever you decide it to be.
Here's a challenge for you: Come in through your 'front door' and see if you're delivering from both sides.
Take advantage of one of the biggest events of the year without breaking the bank.
Your family, friends and colleagues in many ways become your brand. It's important to create a team of people that reflect how you want to live your brand.
If you work from home, it's still important to wear clothes that reflect who you are and what you do for a living.
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© 2014 Entrepreneur Media, Inc.