Blog

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

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.

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

The social selling myth, and how to address it
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

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

“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

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

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
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