http://www.mlicki.com/eyelet Wed, 14 Jul 2010 21:15:37 +0000 http://backend.userland.com/rss092 en We hear this all the time, “I just want to make sure everything looks the same.” Sounds like a pretty good idea. But, offering consistently poor communications isn’t any better than delivering a steady stream of inconsistent ones. Ultimately, a lot of branding efforts and rebranding programs ... http://www.mlicki.com/eyelet/2010/07/13/brand-mistake-2-consistency-is-king/ You’re ready to execute your marketing plan and build your competitive advantage. Yet, it seems to fail. This is most likely because an important question was neglected:  How are you going to measure success? It is not as hard as you think and you can start in five areas. http://www.mlicki.com/eyelet/2010/06/30/measuring-marketing-effectiveness/ On Sunday May 23rd, at approximately 11:30 PM EST, the eye closed for the last time on a television show that has become ingrained into the culture here at Mlicki. A date many of us here were both anticipating and dreading all at the same time. On that fateful Sunday, ... http://www.mlicki.com/eyelet/2010/06/11/brand-loyalty-is-the-constant/ Over our 30+ years of brand building we've talked and worked with a lot of B2B brands. As expert builders of service-based brands we're always shocked when an executive tells us that "branding doesn't matter" in the B2B space. In our experience, brand building is actually more important in the ... http://www.mlicki.com/eyelet/2010/06/09/brand-mistake-1-b2b-companies-dont-need-to-invest-in-branding/ Anticipation for the 2010 World Cup is building and Nike is igniting excitement in fans around the world with their newest campaign "Write The Future." In the 10 minute film launched on Facebook, director Alejandro Inarritu follows world superstars of soccer and flashes you forward into their hopes and fears ... http://www.mlicki.com/eyelet/2010/05/21/nike-writes-the-future/