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How to Approach Your Marketing Budget During a Downturn

by Jake Knight September 25, 2020 Insights, Leadership, Strategy

If you’re like most companies, you’re taking a hard look at your marketing budget and considering some difficult choices in response to the current economy. Typically, boom (expansion) and bust (contraction, or recession) cycles average about five years for an expansion and around one year for a recession. That said, the expansion cycle that lasted from 2009 to February 2020 was the longest ever recorded—and most economists are anticipating a longer than average recession.

What You Say Matters: How to Make Messaging Compelling and Consistent

by Alyssa Wickham September 8, 2020 Insights, Communication Strategy, Positioning

Scope creep. We’ve all heard of this in the world of project management, but did you know it can happen in your messaging too? Companies can get distracted by what their competitors are saying or fleeting trends, losing touch with what they should be communicating to their customers.

How to Dial in Your Marketing Budget for Public Safety

by Jake Knight August 25, 2020 Insights, Leadership, Strategy

Hockey legend Wayne Gretzky once said: “Skate to where the puck is going, not to where it has been.” It’s an adage that inspires forward thinking in the sports world, but also resonates with the leadership topic of marketing budgets.

A CEO’s Guide to Delegating Marketing Tactics

by Rebecca Vogel August 18, 2020 Insights, Communication Strategy, Leadership

“We’ve reached 30,000 ft. You’re now free to move about the cabin.” Bet you haven’t heard that in a while. Though the smell of jet fuel and the sound of takeoff isn’t something most of us have experienced in some time, we suspect those familiar words of reaching cruising altitude may still give you a sense of ease.

5 Strategies for Becoming a Thought Leader

by Jeff Berend July 29, 2020 Insights, Thought Leadership

These days, we hear the terms “thought leader” and “thought leadership” a lot. Most people like the idea of becoming one, and would like to know how to become a thought leader (or at least how to be seen as one). Why? Because credibility is the calling card needed to lead and persuade—especially in the important business of public safety.

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