Category: Corporate Communications

Norfolk Southern Taps Consumer Marketing Playbook for B2B Success

Norfolk Southern taps the consumer marketing playbook to achieve its business marketing objectives with fun, catchy television advertising. The business and brand-building initiative seems grounded in solid marketing discipline.

August 7, 2013
Engage Customers with “Content Marketing”

Content marketing should be part of your marketing mix and deserves to be treated strategically because it can be a real difference-maker. Serena Software created an excellent five-part video episode series called “Doug Serena, CIO” to bring product benefits to life with its CIO targets.

February 5, 2013
Save the CEO Newspaper Letter for the Big Stuff

It’s always interesting when a corporate CEO takes a newspaper ad. Typically, it’s part of a crisis management action plan. But not always. The CEO of Dow Jones & Company and Publisher of The Wall Street Journal put this quarter-page ad in the August 30th edition of the Journal:

September 5, 2012