Day: January 21, 2018

Tips for entering the Swiss market with little risk

Your analysis points to significant business potential in Switzerland. And that you need to be there on the ground in order to harness that opportunity. You are not alone. Companies in financial services, pharmaceuticals, healthcare, and technology have looked for years to capitalize on the various benefits Switzerland has to offer. Enough has been written …

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One of the most powerful strategic levers: reducing senior staff involvement

I have observed throughout my career that senior staff is frequently involved way beyond discharging their supervisory duties, or ensuring that activities are properly executed. They are often used to provide repetitive guidance at a very tactical level. The expertise gap The reasons for this are varied but often boil down to a simple fact: …

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Create better content and messaging by starting with the end in mind

Backward-engineering content and messaging refer to my approach to creating and deploying content along the client acquisition journey that aims at removing inconsistencies and information gaps. As you sequentially progress from the first touch-points of a brand, the complexity of content increases. It usually starts with a logo, then the corporate design and typography. Next, …

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Which social media platform will survive? A trader’s approach to answering this question

Having worked in a securities trading environment, I am very comfortable to state that I have no idea about which social media platform will survive. Trying to predict future winners in the fast-moving, complex social media space is as difficult as trying to predict the markets. With that out of the way, here a rather …

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The big misunderstanding about consistency, and how to get over it

Consistency in a business context usually refers to our desire to be consistent with our words and actions towards clients. The same way that we tend to award our business to those companies that are consistent in their interaction with us. Consistency is a powerful proxy for trustworthiness. The traditional notion of consistency in corporate …

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antic.com and third-party marketers: brothers from a different mother

We are not third-party marketers in the sense that we try to capitalize on my contacts. A priority is on identifying and systematically leveraging the client’s existing network to the fullest. And then on expanding it. This would include tapping into my network, of course. Another factor that sets antic.com apart from third-party marketers is that we …

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“What type of agency are you?”

One aspect of doing things differently is that people you speak to have difficulty categorizing it. No matter how precise your one-liner or elevator pitch was. In my line of work, this often means being categorized as an agency. And then the attempts start to allocate me to either marketing, PR, branding, or digital/social. As tempting …

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Providing value up-front: a powerful way to take the risk out of hiring you

Sometimes, work relationships don’t develop as expected. Most of us have been in a situation where we wished we could part ways with a business partner without further impact to our organization. At antic.com we set out to make working with us as risk-less as possible. This is why our mantra of providing value up-front is …

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Why content should drive marketing and communications

Content done right drives brand visibility and differentiation. It is the lifeblood of any marketing and public relations activity. It renders any sales effort more productive. It keeps clients assured that they made the right choice. Content done right also results in substantial cost savings throughout an organization. Because it enables subject matter experts to …

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An analytical approach to marketing and communications

Marketing and communications traditionally have been a playing field for creatives. What can lead to successful products and campaigns often also ends up in an activity that is detached from economic and business reality. We believe in challenging traditional concepts. Having been involved professionally with the internet since 1993, the founder of antic.com is applying the same …

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