Blog

Blog 2017-07-23T15:34:46+00:00
16Feb, 2018

Critical Communication: Getting a Product Launch Right

By | February 16th, 2018|aB Blog, Thought Leadership|Comments Off on Critical Communication: Getting a Product Launch Right

Midmarket B2B companies launch thousands of products each year – and most fail. Here’s how to leverage resources, amplify messages and accelerate growth at your next rollout. A recent survey identified effectively launching new products or services as the top priority for midmarket businesses in 23 countries. That’s not surprising, as 66 percent of new products fail within two years, Fast Company reports, and a startling 96 percent of all innovations fail to return their cost of capital. Product launches can fail for a wide variety of reasons. Sometimes, [...]

7Feb, 2018

The Bar is Already Set: Are You Above or Below?

By | February 7th, 2018|aB Blog|Comments Off on The Bar is Already Set: Are You Above or Below?

Decisions related to investments in marketing should be considered not only within best practices, but also in context of the bar that is often already set within the competitor landscape. Brands need to track and measure ongoing performance related to their key marketing metrics. They [...]

23Jan, 2018

Own a Category: A Powerful Way to Establish Brand Leadership

By | January 23rd, 2018|aB Blog, Thought Leadership|Comments Off on Own a Category: A Powerful Way to Establish Brand Leadership

A company’s sales, position in the marketplace and brand value are largely set by how well it differentiates itself in the market and can effectively demonstrate its unique, more efficient or effective differentiators. The ultimate objective, however, is to so thoroughly own a category [...]

8Jan, 2018

Real Media Metrics

By | January 8th, 2018|aB Blog|Comments Off on Real Media Metrics

Executive and marketing leaders know the importance of public relations and the credibility earned media generates. For some companies, the goals behind getting ink go well beyond brand building and visibility. They are focused on leveraging PR to own and define a category. (Check out [...]

19Dec, 2017

How to Look at Your Brand

By | December 19th, 2017|aB Blog|Comments Off on How to Look at Your Brand

History is littered with B2B companies failing to adapt quickly enough to changing markets, evolving revenue models and waning stakeholder attention spans. Often, lack of a salient brand strategy and the ability to address customer needs, emotions and the competitive landscape are to blame. The [...]

15Dec, 2017

Quantifying PR Lead Generation

By | December 15th, 2017|aB Blog, Thought Leadership|Comments Off on Quantifying PR Lead Generation

Public relations campaigns come in all shapes and sizes, and are built to serve a wide range of objectives. Core content can be restructured and reassembled to work in different ways and in different environments. That’s one of the strengths of PR: It offers tremendous [...]

14Dec, 2017

The benefits of a PR internship for non-PR majors

By | December 14th, 2017|aB Blog|Comments Off on The benefits of a PR internship for non-PR majors

I was initially nervous when I accepted my offer to be the fall 2017 intern for anthonyBarnum Public Relations. I had just graduated with my degree in public administration and hadn’t taken a single public relations course while in college. I had taken professional writing [...]

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