Monthly Archives: February 2009

When to hire vs. when to outsource

Posted on February 17, 2009 by Kirk

Whether the economy is in high gear or at a standstill, the debate on whether to hire or outsource is eternal. How do you decide when to add marketing staff and when to farm the work out? It seems to … Continue reading →

Posted in budgeting, client-agency relationships | 2 Comments

9 criteria for brand essence

Posted on February 9, 2009 by Kirk

Your brand’s essence — just one word that sums up how your brand connects emotionally with your customers. Identifying it sounds simple enough, right? After all, you know your business. You know your audience. But articulating how they feel about … Continue reading →

Posted in brand essence | 4 Comments

Are we done with celebrity endorsers yet?

Posted on February 6, 2009 by Kirk

For every Tiger Woods, there seems to be more than one Michael Phelps. Why do brands keep trusting celebrities to represent them? Is it time to retire the strategy of “borrowing equity” through endorsement deals? Historically, some celebs (like Woods, … Continue reading →

Posted in advertising, promotion, public relations, strategy | 4 Comments

How to rebuild confidence

Posted on February 4, 2009 by Kirk

“Confidence may be one of the most valuable commodities of all in 2009,” says Jennifer Robison, Senior Editor for the Gallup Management Journal. Valuable because it is scarce. The Consumer Confidence Index hit an all-time low in December. Given the … Continue reading →

Posted in strategy | Comments Off