Top Talk

Our industry moves fast and is constantly changing. Stay up to speed with TOP Talk, a place for fresh perspectives on timely news and trends, insider tips, answers to marketing communications questions, and creative inspiration.

Fluent Interprets Next Wave of Millennial Consumers for Brands

Posted on October 17, 2014 by Colleen Irish

Topics: Branding, Content, Messaging and Positioning

Just when brands think they’ve figured out how to communicate with consumers in today’s digital age, they’re hit with the next wave of Millennials (or Gen Z), whose digital nativeness and cultural values require a very different approach to ...

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Feeding the Owned Content Machine with Great Contributed Articles

Posted on October 8, 2014 by Kathy Wilson

Topics: Content, Earned Media Relations, Messaging and Positioning

Bylined articles can be an effective way for an organization to showcase a perspective or help prospective buyers tackle a timely business issue. But just because you build it doesn't mean they will come. Or put another way, just because your byline ...

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Your HBR New School of Marketing Cheat Sheet

Posted on August 13, 2014 by Sue Parente

Topics: Thought Leadership, Content, Messaging and Positioning

Feeling sheepish, Mr./Ms. Marketer, about not having yet read this month’s Harvard Business Review cover story on the New Basics of Marketing? Well, we’ve got your back, with key points to safely tide you over until you have a chance to peruse it ...

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Ambush Your Audience with a Little Guerrilla Marketing

Posted on July 8, 2014 by Sue Parente

Topics: Content, Messaging and Positioning

So what separates a great guerrilla campaign from a mere stunt? Here are 5 hallmarks of guerrilla marketing success.

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I Love You, I Hate You: "It's Complicated" with Brands and Loyal Customers

Posted on June 17, 2014 by Laureen Sanderson

Topics: Content, Messaging and Positioning

There's a psychological phenomenon called "semantic satiation" in which repeating a word or phrase over and over again causes the word to lose its meaning. Try it. Pick a word, any word, and say it a dozen times. By the time you get around to six or ...

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Click with Your Audience: Five Steps Toward Greater Brand Connections

Posted on June 6, 2014 by Colleen Irish

Topics: Social Media, Measurement and Analytics, Messaging and Positioning

Never before has the reader had so much control over what information is seen, what product messages are heard, and if your articles or blog posts will have a lasting impression or die a quick death. Even if you're able to get your content delivered ...

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