Tuesday, January 21, 2020

HR and Marketing Bring Brand Promises to Life

Enduring brands are built by people – not ads, clicks or views. Marketing has traditionally taken the lead in communicating the corporate brand promise, but when it comes to delivering on those promises, its people from all around the organization who have to do the work of successfully bringing the brand promise to life. Ultimately, it’s the organizational culture that becomes the true brand differentiator. And that’s why HR has a significant role to play in the process. Recognize and leverage the critical role employees play in enhancing and delivering the brand promise.
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Thursday, January 9, 2020

Learning Curves

Brent Donaldson, Senior Editor, Modern Machine Shop and Additive Manufacturing Magazine discusses how the shifting landscape of technology that all of Gardner’s writers and editors cover is a never-ending education. If we are truly doing our jobs, we will never feel like we’ve mastered them. As I continue writing and reporting for AM and MMS, it’s easy to imagine how these technologies’ interdependency will continue to grow. It also seems clear that this kind of reporting — the kind that requires editors to experience and share new manufacturing technologies and strategies — is the kind of reporting that only Gardner can produce with any depth. I’m grateful to be part of it.

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Tuesday, January 7, 2020

December Gardner Business Index Shows Improved Business for Larger Firms

While the Gardner Business Index ended 2019 with a year low reading of 47.8, certain sectors of the manufacturing industry continue to impress; one must simply know where to look. Gardner Intelligence’s review of the underlying data for the month observed that the Index – calculated as an average of its components – was lifted by expanding activity in supplier deliveries and modestly contracting activity in new orders, employment and exports. The Index was pulled lower by production and backlog readings which reported quickening contraction. Among the over 20 end markets tracked by Gardner, five stood out during 2019.
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Monday, January 6, 2020

Six Unusual Marketing Megatrends That Will Impact Your Business

Mark Schaefer dwells in the future. At least his brain does. So, there is nothing he likes more than thinking through the marketing megatrends coming next. It’s become a sort of tradition on The Marketing Companion to spend a little time on marketing megatrends and Mark and Brooke Sellas cover some provocative ideas on the new show. Here are a few of the big ideas they talk about in this unmissable episode.

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Thursday, January 2, 2020

AI for Marketing: What Comes Next

Marketers who look for artificial intelligence to provide fresh insights don’t always get what they want. Insights are not always easy to categorize, let alone evaluate and implement. The result: patterns that may be intriguing but unprofitable to pursue. A quickly growing collection of ambiguities, gray areas, and information that demands deeper levels of analysis. Paul Talbot, Contributor, CMO Network, recently asked R. J. Talyor, Founder and CEO of Pattern89, an AI firm that helps marketers predict their campaigns’ performance, for his thoughts.
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