Sales and Marketing

This column is the third installment as we explore the seven principles that I’ve identified as vital to Walt Disney’s success as he built one of the world’s most iconic and profitable brands.

Here are …

As I mentioned in last week’s column, I will spend the next few columns digging into seven principles that I’ve identified as vital to Walt Disney’s success as he built one of the world’s most …

This past weekend I was part of a panel of nonfiction authors at the DSM Book Festival. As we were fielding questions about our writing process and how our books came to be, it became …

Over the last several weeks, we’ve focused on how brands can leverage people of influence to advance their marketing with the influencer’s audience. This week, I want to look at the same opportunity, but from …

In last week’s column, we identified the difference between a celebrity influencer and someone who has influence with the audience you care about. This is the marketing equivalent of having a very connected and highly …

Over the past few years, the rise of influencer marketing has changed the landscape of endorsement or testimonial advertising. Twenty-plus years ago, celebrities endorsed products and services, but it was usually in a TV spot …