2001 Article Archive  

Protect Your Brand During A Media Crisis
In the current climate, it is not difficult to imagine waking up one morning and discovering that the brand you’ve worked long and hard to develop has been devastated or seriously compromised because of a scathing media story.

Maximize Your Trade Show Investment
With the increasingly volatile natural products marketplace and sky rocketing costs associated with attending a trade show, the question is how to 1) effectively focus your trade show strategy, and 2) get the most out of your trade show investment.

"What Have You Done For Me Lately?": Building Customer Relationships
Of all the latest marketing "buzzwords" to enter into the corporate dialog over the past few years, probably one of the most valuable and insightful is the notion of relationship marketing. This terminology certainly reflects the changing nature of the consumer in general...smarter, more selective, more suspicious and with more purchasing options than ever before.

Making Science Sing: Marketing the Support Behind Your Product
I observed a series of focus group research studies recently and listened to consumers talk about their usage and attitudes regarding dietary supplements. My observation in coming away from these groups was that while consumers are becoming increasingly interested in third-party scientific validation, they really don't know what that means or what it should look like.