Robert Thomson's Articles in Marketing - Leadership Articles - A great resource for enhancing your leadership knowledge!

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Why Mail is Still the Best Way to Communicate with Customers and Prospects Direct mail is a proven, cost-effective way to get your messages and offers into the hands of potential customers. Mail should never be disregarded in favor of email, or any other direct marketing methods; it stands well on its own, and can be a powerful complement to other communications media. Does Your Business Card Work For You? Take a look at a typical business card and the similarities leap out so strikingly that they all seem to be following the same rules. Of course you have your name on there, and your business name. The What's Next? Process for Creating A Winning Competitive Strategy The new heart of the process is the question "what is possible?". How Can You Lure Consumers Into Loving Your Brand? Love for a brand is actually a strong feeling of anticipation for something good, pleasant or beneficial that we believe with great certainty that we will get from the brand. It is the anticipation for good experiences, pleasant sensations or positive emotions. Creating Brands That Provide Psychological And Social Benefits Beyond The Product The main reason for the general fascination with brands is their ability to provide the consumers an extra value in addition to what the product\service\company themselves can provide. A value which becomes the major motivation for consumers to desire the product.