client focus

In recent weeks, I’ve read and watched tales of two very different entrepreneurs who both led their companies to calamity. They marketed a product or event well before it was ready in order to gain publicity and investors. In both instances, a contractor (among many others) hired to do marketing eventually challenged the CEOs to prove they could do as advertised or pull back on claims. This is perhaps one of the prickly parts of being...

Marketers vs. Makers: What Happens When They Don’t Play Well Together

“It’s the most downloaded asset on our organization’s website,” our client proudly stated. He was referencing a membership magazine we create for (ISC)2, the Clearwater, Fla.-based global information security professional organization with almost 125,000 members. The bi-monthly magazine, InfoSecurity Professional, is published digitally and, occasionally, as a print version, and has held this prestigious “most downloaded asset” status for several years. In the most recent membership survey conducted by (ISC)2, the magazine was lauded with pages...

Measuring the Effectiveness of Content Marketing

The other day we were creating content for a client when I noticed a quote lacked appropriate attribution. This got us thinking about how often content is taken out of context—perhaps innocently; perhaps intentionally—to prove a point. In this instance, it was an excerpt from a thought-provoking keynote made during a cybersecurity conference that drew attention for its brevity and stark statement. The conference was in February, but the piece wouldn’t be published until May....

Why Context Matters When Creating Content

How hard can it be to design a one- or two-word logo (stylized letters) with or without an accompanying symbol and slapping on a tagline? In reality, designing the core element of a brand—a combination mark (an emblem that uses both words and symbols)—requires a knotty mixture of knowledge in marketplace research, marketing, design, shape psychology, structure, symbolism, application of subliminal elements, color theory and typography. (Logo is a catch-all term for the combination of...

Logo Design Considerations

  Professional organizations can feel similarly. We join them for a specific reason, such as to expand our networks and to gain an edge in our careers. Our bond to the organization and other members is usually loose, so it’s up to the leadership to provide  resources that serve a need and simultaneously bond a group. One of our first clients, (ISC)2, has a fast-growing, global membership of 115,000. Trying to bond security professionals from...

How Publications Build Community within an Organization