branding

For women seeking leadership roles in the workplace, getting noticed for your talents, skills and connections requires a marketing plan … much like a company would promote its brand, products and services. After listening to a podcast featuring Sally Helgesen, I realized budding business leaders should apply many of the same marketing tactics we use at Twirling Tiger Media to advance our clients’ brand. The intention is to engage, attract, acquire and create loyalty to...

Aspiring Business Leaders: Why and How to Market Yourself

In 1905, an 11-year-old Frank Epperson mixed a soft drink powder with water and then accidentally left the sugary liquid and stirring stick outside on his family’s San Francisco porch overnight. The youngster woke the next morning to discover an ice pop, which some years later became the frozen treat now trademarked Popsicle. (So named by Epperson’s children, who called him “Pop,” after rejecting his first eponymous suggestion: the Eppsicle.) It’s a lovely origin story....

What’s Your Story: Tips for Creating Origin Stories

Whether you are interacting in a sales capacity with a prospect for the first time, or pitching a complex proposal to an existing client, you are the face of your organization and should always adhere to best sales practices.  In order to authentically solve your customer’s problems with your company’s solutions, it’s best to align yourself with your company’s values and mission to effectively promote products and services to your end users. If your marketers...

The Impact of Sales Approaches

The objective of the phrase “just do it” can be transformed in many different ways depending upon the accompanying tone. It could be orally stated in a crushing indifferent manner, or it could be boldly stylized as seen in Nike’s signature 30-year-old “JUST DO IT” campaign that continues to inspire all fitness levels to embrace exercise (while donning Nike products). Conveying an appropriate tone of voice that is aligned with your brand (company or personal)...

Setting the (Right) Tone in Professional Communications

I live in a town that’s served by a modest amount of small businesses, including a driving school that my millennial daughter attended and now follows on Facebook. The company’s page is typically populated with helpful tips and lots of images of teens proudly holding up their completion certificates. My daughter, however, recently was miffed by the driving school’s Facebook post, which stated, “Just returned the two pairs of @nike I bought last weekend ....

Harnessing Your Company’s Reputation with (the Right) Content

Last month, The Atlantic published an article on luxury resorts struggling with requests for free stays from so-called Instagram influencers. Such exchanges are nothing new; in fact, the FTC mandates that bloggers and other social media users disclose if a product or service is given gratis in exchange for a review or mention. Typically this disclosure comes at the onset or closing of a post with a line letting the reader know this post is...

How to Pitch Like a True Influencer

The word “designer” covers a broad swath of disciplines. While skilled in a variety of art-related techniques, at their core, designers possess natural ability to innovate. They are inspired to solve a problem following a path where ideation is core to the development process and implementation is the final step. The creative process can be a little messy and chaotic as projects often loop back through inspiration, ideation and implementation, allowing collaborators to refine ideas...

Good Design Empowers Us to Interact with Ease and Confidence

While everyone was fixating on hurricane coverage over the past several days, another storm was brewing—a massive data breach announced at Equifax. And unlike those living in the Caribbean, Gulf Coast and Eastern Seaboard, this one impacts up to half of the U.S. population. It’s OK if you didn’t realize that one of the nation’s largest credit reporting agencies failed to keep cybercriminals from stealing vital data on up to 143 million consumers. Equifax leaders...

Why Equifax Gets an F for Incident Response

Tennis star Serena Williams and fiancé Alexis Ohanian recently announced the birth of their daughter, according to Huffpost. (OK … so I was indulging in Facebook posts before writing this blog … my attention span waned a tad due to a red-eye flight and little sleep.) What struck me in the reporting was a quote by Reddit co-founder Ohanian as he described his first chance meeting with Williams. “I felt like a door had been...

The Importance of Conveying Your Company’s Core Values Through Content Marketing

“Oh, not that ad again!” The repetitiveness of advertising is never more apparent than during a televised Super Bowl game. The eagerly anticipated Super Bowl commercials, at first blush, are seen as novel. By the time the same commercial has been countlessly aired over the ensuing months, the audience may feel annoyed, or, if all goes according to plan and science, captured by the advertiser’s message and ready to make a purchase. Rule of Seven...

In Advertising, More Frequency = More Effectiveness