About Jim Joseph
Jim Joseph is a commentator on the marketing industry. He is Global President of the marketing communications agency BCW, author of The Experience Effect series and an adjunct instructor at New York University.
More From Jim Joseph
Don't bury your benefits -- show off what you have to offer.
If you're a local brand, you have even more responsibility to be honest with your customers.
You don't need $5 million to advertise like major brands.
Are you too focused on local problems and ideas?
Failure isn't as scary if you consider it a necessary step toward eventual success.
It might seem strange, but you're better off appealing to a small group of loyal customers than trying to attract everyone.
Every great chef needs to know how to make a great omelette. What's your omelette?
Don't let your office's shorthand speech get in the way of strong communication.
What you can learn from the pop-up employee spirit.
Is your company and its marketing approach ready to change and adapt to new information?