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Tag: Marketing

  • IBM Midsize Business

So You Want (A Piece) Of My Attention

  • Posted on May 30, 2014May 30, 2014
  • by Alan Berkson

Back in 2011 I was trying to get a handle on the rapidly increasing velocity and agility of communications. Instagram was a new toy with a paltry market value south of $100 million, Android was changing the face of mobile,…

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  • Corporate Narrative

Corporate Narrative: The Art of Corporate Storytelling

  • Posted on January 21, 2014January 21, 2014
  • by Alan Berkson

This article first appeared as a guest post on Paul Greenberg’s ZDNET blog. It was a follow up to my post Brands, Narratives and Story Worlds. Many thanks to Paul for letting me tell my story. I know this post…

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  • Corporate Story Worlds

Is Real-time Engagement the new Real-time Marketing?

  • Posted on December 10, 2013December 15, 2013
  • by Fred McClimans

While Real-time Marketing is considered nirvana for many brands, Real-time Engagement offers an ability to not only market to a fan base but to collaborate and engage with that community on an ongoing basis. If Real-time Marketing was 2013’s new…

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  • Business Strategy

5 Keys to a Solid Press Release

  • Posted on September 24, 2013September 29, 2013
  • by Fred McClimans

Writing a great press release isn’t always easy, but it doesn’t need to be complicated. Too often we think of a press release as the “announcement” and try to include far more than is necessary. In reality, the press release…

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  • Corporate Narrative

#Narrative: Throwing Bourbon On The Fire

  • Posted on March 8, 2013April 12, 2013
  • by Alan Berkson

From a minor tweet about the length of time it takes to char a barrel for making bourbon to a congratulatory tweet from KFC… How Maker’s Mark missed the mark with their brand strategy. (Note: Date sequences have been adjusted to highlight flows of conversations and threaded discussions)

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  • Business Strategy

Looking Forward To 2013

  • Posted on December 31, 2012April 24, 2016
  • by Alan Berkson

Many thanks to all with whom I’ve had the opportunity to connect over this past year: for your friendship, your collaboration and your patronage. Intelligist Group has lots of exciting plans for 2013 and I owe a great deal of it…

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  • Corporate Narrative

Brands, Narratives and Story Worlds – Part 1

  • Posted on October 18, 2012August 15, 2014
  • by Alan Berkson

In Part 1 of this series I talk about the application of cutting edge entertainment IP franchise production techniques to address some of the challenges we see today in corporate communications. Entertainment and corporate communications have intertwined for as long…

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  • Business Strategy

Social Media has leveled the playing field. What’s your game plan?

  • Posted on February 3, 2011March 29, 2012
  • by Alan Berkson

So we have a challenging dichotomy: there’s a fear in social media that we’re giving too much away, but content seems to be the currency. I wrote a blog a while back called The Age of Thought Leadership in which I discuss the concept of knowledge abundance vs, knowledge scarcity. Which side are you on? Does it matter?

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  • Business Strategy

Who’s Going To Read My Blog?

  • Posted on October 13, 2010July 10, 2017
  • by Alan Berkson

When I talk to my clients about blogging the first question I get is “who’s going to read it?” It’s a reasonable question and a reasonable concern. It’s just the wrong question.

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  • Business Strategy

Dark Matter and Invisible Thought Leaders

  • Posted on October 8, 2010June 20, 2013
  • by Alan Berkson

He exerts tremendous influence over the purchasing decisions of his social circle, yet he is invisible to all the machinations of corporate marketing. He is an Invisible Thought Leader.

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