Big companies care about brands, small companies don’t, and that is a shame because any company that has aspirations of ever getting big, better figure out how to build and manage their brand You can get sucked into all the hype about the latest social networking fad and waste all your time and money following this week’s Internet wunderkind or you can get your head out of your digital butt and build a business from the brand up

Sometimes business people make things harder than they have to be, take marketing for instance Marketing is pretty simple when you get right down to it: discover the emotional value inherent in what you sell and present it in a memorable manner that differentiates you from the competition

Here’s a question for you What do you need to be successful

Many years ago I had a professor whose favorite saying was, "It's the simple things that elude people" It's not a new idea of course, but it is an important one, often associated with 14th century English logician William of Ockham

If you were to put together a list of irritating and annoying everyday occurrences, those dinnertime phone calls about getting your ducts cleaned or your windows and doors replaced would be high on the list, followed closely by email spam, and television commercials that seem to be twice as loud as the program and repeated 'ad infinitum

Now that just about everybody is a believer in Web video, it's time to figure out just how to use it effectively as a marketing communication tool Oh sure, there are a few diehard holdouts filling their sites with thousands of words of densely congealed text in a vain attempt to attract 'Mr

How do you deliver a marketing message to a Web-audience that hates advertising A few years back I proposed a solution based on short-form television-style programs: the "120 Second Solution," two minute brand-story commercials formatted in a mini three act Web-video presentation

The Web is full of information, articles, videos, white papers, e-books and all matter of research and information Some of it is very, very good, and some of it is misleading and irrelevant

If you've spent a small fortune on graphic designers, search engine optimizers, social networking experts and still find that your website conversions are low, then perhaps your website suffers from the marketing equivalent of Capgras Delusion, a failure to make a connection between your online content and your emotional value proposition

So you want to develop a Web video campaign to put on your website and add to YouTube and all the other Web video directories Maybe you even want to create a new video micro site to promote that hot new product or service you're about to launch