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Category: Marketing

  • IBM Midsize Business

Don’t Just Share, Give It Context

  • Posted on November 27, 2014March 14, 2019
  • by Alan Berkson

To Share Is Human; To Give Context, Divine.  We live in a world of abbreviated communications. In place of extended conversation we have text messages, 140 character tweets, and emoticons. While these shortcuts provide velocity to communications it’s often at…

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  • Corporate Narrative

Two Paths To Targeted Advertising

  • Posted on March 30, 2014
  • by Alan Berkson

Lately I’ve seen two paths to getting your advertising message to your target audience. They both have a measure of effectiveness and they both require an ever deepening understanding of your consumer — two paths to the same goal.  The…

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  • Customer Service

Improvisation: We’re Social Media Jazz Musicians

  • Posted on March 27, 2014June 1, 2016
  • by Alan Berkson

When I talk to senior management in companies, whether it’s marketing, PR or customer service, I like to ask about how they’re integrating social within their organization. I get a common refrain. There’s always a pause, followed by an explanation as…

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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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  • Marketing

OK, I get Pinterest now

  • Posted on May 14, 2012
  • by Alan Berkson

I believe in serendipity. For some time now I’ve been puzzled by Pinterest. The massive popularity and implications of value proposition seemed to be tantalizingly out of reach. I get it now. Or, at least a part of it.  Let me…

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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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  • General

3 Reasons YOU Are Not A Thought Leader

  • Posted on November 16, 2010June 11, 2011
  • by Alan Berkson

A while back I wrote a blog called The Age of Thought Leadership. Sometimes, to define something, it helps to define what it is NOT, so I thought I’d have a little fun. I hope you take it in the spirit in which is was intended.

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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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  • Business Strategy

RIM: A Floor Wax Or A Dessert Topping?

  • Posted on September 23, 2010May 5, 2016
  • by Alan Berkson

A recent announcement about the debut of RIM’s iPad Challenger made me think about just how much RIM is falling behind with their mobile devices and whether they are even focusing on the right business. Are they a device company or are they a mobile infrastructure company?

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