Uncategorized

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, …

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

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 …

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

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 …

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

The currently dominant understanding of “social selling” implies that one can easily generate revenue by focusing on social media activities alone. Unless you happen to sell T-Shirts with biker slogans on Facebook to people who have been segmented into that interest group, that notion is naive at best. I believe that social media and other …

The social selling myth, and how to address it Read More »

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 …

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

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 …

“What type of agency are you?” Read More »

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 …

Why content should drive marketing and communications Read More »

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 …

An analytical approach to marketing and communications Read More »

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 …

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