Kathryn Aragon
B2B Growth Consultant
What do Amazon, Apple, and Mercedes-Benz have in common? They’re among the world’s most valuable brands. We recognize them by their logo, a tagline, or a jingle. And we stand in line for hours …
Continue Reading about Branding & Differentiation: How They Differ and How to Get Started →
It’s so easy to be distracted by new technology, channels, and media, some of the foundational principles get overlooked. The big idea is one such principle. As David Ogilvie said, “It takes a big …
Continue Reading about The Key to Marketing Success: What’s the Big Idea? →
As marketers, we labor to elevate brands as high as possible, at the very least above consumer indecision. We create "versus" articles comparing our product to other options on the market. We make …
Continue Reading about Why Your Perfect Content May Actually Hurt Your Brand →
Have you noticed? Every now and then, a particular idea takes hold and every content writer in your industry writes about that one topic. Sure, some posts are interesting. Some add to the …
As the year winds to an end and most of your marketing projects are done (or close to it), it’s tempting to give a sigh of relief and take a holiday break from marketing. But knowing that’s the …
Continue Reading about Get a Head Start on Next Year’s Marketing Plan →
“Perception is reality.” That’s how my professor started every marketing class, repeating the words as a mantra until they became a permanent part of our thinking. Even so, when you’re on the …
Continue Reading about Why Some Promotions Sell and Others Fail →
