Early in my career, I learned a lesson about brand strategy that has stayed with me for decades. The company I worked for at the time was preparing to introduce its first industrial Drop-on-Demand small-character inkjet printer. This was a significant product launch for the company, and it needed a name. So, they held a […]
I have never believed that search visibility begins and ends with a website. For years, I have watched social media posts appear in search results, introduce people to businesses, reinforce the relevance of website content, generate branded searches, and influence what someone looks for next. Social media and SEO may require different tactics, but they […]
Why the Fundamentals of SEO Still Matter in an AI-Driven World Understanding SEO, AEO, GEO, and the Future of Digital Visibility If you've spent any time reading marketing advice lately, you've probably noticed a growing pile of acronyms. (SEO, AEO, GEO, LLM visibility, AI search optimization) Depending on who's writing the article, each one is […]
In 1998, I stood before the leadership team at Datalogic and made the case that we needed a website. They laughed. A few of them seemed to genuinely believe it was a fad, something that would fade out like Atkins or the Palm Pilot. A year later, I wasn't at Datalogic anymore. I'd moved on […]
Know Your Audience, Market Smarter If your marketing isn’t connecting, chances are you don’t have a clear picture of who you're trying to reach. It’s not just about checking boxes, such as age or job title. You’ve got to understand what your ideal customer cares about, what problems they’re trying to solve, and how they […]
What is your company’s online footprint? What makes your business stand out on the Internet? This is known as your digital identity, or how your company is perceived in the digital world. In other words, it is your online branding. Factors that contribute to your online identity can range from your logo, your URL (website […]
Humor us for just a moment. Think of the other kind of branding, cattle branding. The practice of marking livestock to identify ownership goes back to ancient Egyptian times. And the Romans believed that when brands included “magical” symbols, they had the power to protect animals from harm. Nowadays, as branding is under the scrutiny […]
