by Steve Adubato, PhD
“Guerrilla Marketing” is a term coined by bestselling author Jay Conrad Levinson many years ago. But when you break it down, “guerrilla marketing” comes down to exceptional and consistent communication. In his bestselling book, “Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business,” Levinson, who recently expanded and updated his classic book, explores the modern day differences between traditional and so-called “guerrilla marketing.”
by Steve Adubato, PhD
There are many reasons why General Motors has gone bankrupt. Yet, one of the biggest involves their ineffective efforts at executing a smart, strategic and coordinated branding and communication plan.
by Steve Adubato, PhD
As readers of this column know, I am a big advocate of full disclosure when communicating in a crisis. My book “What Were They Thinking?” examines a series of case studies in which corporations and individuals couldn’t seem to own up and take responsibility for their mistakes and apologize to those who had been hurt.
by Steve Adubato, PhD
In this column, I often talk about the importance of how you frame or position an issue or debate in order to persuade and motivate others. Recently, I came face-to-face with a real life and perplexing child-related communication issue.
by Steve Adubato, PhD
Consider the current health care debate in Washington. Many would think it is exclusively about policy and politics. Yet, whether it is the health care debate or any other complex or controversial issue, winning the day often comes down to a question of communication and framing. It is about positioning our arguments in ways that are appealing and persuasive to key audiences. It’s as important in business and life as it is in any policy debate in Washington.
by Steve Adubato, PhD
All of us in the world of business are trying to keep a positive attitude and a stiff upper lip in these difficult and troubling economic times. We root for the stock market and we look at unemployment figures, but more importantly we obsess about our own bottom line and how we are going to make payroll, contribute to our employees’ pensions and pay for escalating health insurance premiums.
by Steve Adubato, PhD
What WAS the FAA thinking when they decided to fly a presidential jumbo jet and an F-16 fighter into lower Manhattan, close to Ground Zero, last week while insisting that New Yorkers and New Jerseyans not be told anything about it?