Marketing

Because there’s tech, and there’s New York Tech

By GREGORY ZELLER // The New York Institute of Technology’s unique history and bold future will both play large in a new marketing campaign. The 65-year-old university has unveiled a new “brand identity” that reinforces its roots, touts its technological chops and carefully cultivates its central role as a mainstay of regional higher education – specifically, a tech mecca churning out tomorrow’s most important socioeconomic contributors. The “bold new identity” – which includes new school…

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The great disconnect on trust and credibility

By DAN BOWEN // In the B2B marketing world, nothing is more important than trust and credibility. All the website optimization and responsive design in the world means nothing without these two basic human components. Buyers seek it out in all corners of vendor websites and vendors go to great lengths to convey it. Somewhere in the middle is the undeniable power of content. Content is often labeled the most important asset to impact the…


Lyss Stern and the power of the ‘word of mom’

By GREGORY ZELLER // Lyss Stern was a decade ahead of her time. Twelve years ago, the Woodmere native was a new mom facing the issues new moms face: isolation, professional limitations, unprecedented responsibilities, the loss of self. Unlike today, online resources for rookie mothers were sparse, and Stern – a Syracuse University graduate with a master’s in communication from NYU – felt trapped. She also felt inspired. Sensing a meeting of need and opportunity,…


Eye to eye with Tony the Tiger

By DAN BOWEN // It’s a fact: Kids love cereal. The sweet and satisfying crunch, paired perfectly with a large splash of milk, is enough to get even the laziest of children out of bed in the morning. Parents love cereal, too – the fiber and whole grains offering a fair compromise to the sugar content. And of course, marketers also love cereal – the $10 billion U.S. breakfast cereal market is an easy win for…