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Brad Brenner

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Latest Blogs from Brad Brenner
To Facebook or not to Facebook. While this proposition may not be Shakespeare, it is an inevitable question for virtually any company engaged in strategic marketing today. Too often, CEO’s respond with a rapid “NO” for one reason only – the fear of negative comments or reviews. That’s ...
Facebook sucks. There, I said it. And if there is anything more troubling than the platform itself, it’s the fact that no one seems to want to talk about how bad it really is. So let me be the first. It is difficult to use, it has severely limited capabilities, it is visually ugly, use...
I recently sat down with the CEO of a medical company that was concerned about the dramatic changes taking place in his industry. It quickly became clear that time was quickly passing his company by. It wasn’t that his services are no longer needed – they are. But they are being ...
  You wouldn’t hire a tire repair expert to make your car run better would you? Then be careful when hiring someone to help you with your medical or technology marketing program. The Internet has changed the face of marketing forever, providing new ways to reach new customers and build...
  Perhaps no other industry is more dependent on word-of-mouth marketing than the medical and healthcare industries. Whether you are an EMR company targeting large healthcare facilities, a small clinic working with parents or a research lab looking to connect with those that can use yo...
  The medical industry in Portland Oregon is here and growing. If you hadn’t noticed, it’s probably because a large percentage of these companies are much better at conducting research and developing breakthrough technologies than they are at marketing their products and expertise. But...
  You know how important the Internet is in regards to your marketing efforts. And you know that search engines like Google play a critical role in sending customers to your website. But do you spend your marketing dollars on search engine optimization (SEO) or do you sink the majority...
When it comes to email marketing, few are more hard nosed and jaded as I am. I can delete spam faster than a “Britney Photos Inside” virus attack. So I am always intrigued when I come across unsolicited emails that make me take notice. It was for this reason that I was part...
That’s the opening line in Edward F. Moltzen’s editorial in the latest issue of CRN. Yeah, it got my attention too. Most striking though is the idea that Ed may be right….sort of. He points out that there are now a host of options that are encroaching on this “killer app,” from texting...
Six Criteria to Help You Decide If Your Business Should Actively Participant On Twitter, Facebook and Other Social Networking Sites Nothing can make you feel more out of touch and irrelevant these days than ignoring the call to tweet. Social networking has become so ubiquitous to the m...
Several months ago I posted a blog entry about the value of rule breaking.  It provided several examples of companies that changed the entire game of marketing by going against the grain and doing things that they were told should never be done (i.e. directly mentioning competitors, us...
  Several months back, I first spoke with Jim, a CEO of a mid-size medical research laboratory who was frustrated with the lackluster results of his marketing efforts to date. He wasn’t sure what to do about it. After all, he hired the best.  He knew he needed to land a company link on...
Why hire an outside agency or consultant to do your marketing or at least work with your current internal marketing department? A good question, and one for which I regularly find real world examples. Let me start with one of the most important reasons…objectivity. Brenner Associates r...
Did you notice? Earlier this month, Google launched a new redesign of its website and results pages. While I’ve read bits and pieces about technology changes done to the background, from an “experience” viewpoint, many of the changes are fairly minor and perhaps indis...
You mark my words. Sooner or later, Toyota will admit that the acceleration problem they are having with their cars is much more than a floor mat problem. Then over the following several months, we will hear about evidence that shows the company knew about “these other” pro...
  As promised in my last post, here are some more ads from the past that may raise an eyebrow or two. If you have others you’d like to share, pass them along and I’ll post them.
  Someone sent me an e-mail the other day that reminded me of the fluidity of marketing. They had images of ads from the past that really brought home the point: what might be appropriate today could be disaster tomorrow. This goes well beyond simply being politically correct. In fact,...
  Someone sent me an e-mail the other day that reminded me of the fluidity of marketing. They had images of ads from the past that really brought home the point: what might be appropriate today could be disaster tomorrow. This goes well beyond simply being politically correct. In fact,...
As most everyone knows by now, on January 12, 2010 Haiti was all but leveled by a 7.0 magnitude earthquake. And while TV news played a big role in informing the world about developments related to this disaster, it was non-traditional digital communications that really stole the show. ...
  As a PR pro, I am often asked to review and comment on existing websites. In many cases, a company has just plunked down thousands of dollars on a website makeover only to find the results disappointing (at best). No wonder. Websites are often designed and created by HTML or PHP ex...
WE ALL KNOW that David Letterman can be a funny guy. We are now learning that he can be quit a savvy PR professional as well. The talk show host’s handling of his recent “sex scandal” is truly one for the lesson books. We know that this kind of “news” can ...
I LIKE BREAKING the rules. If done right, it can get you valuable attention, make you stand out and even give you a huge competitive edge. It can, of course, also get you into trouble. With that in mind, I’ve always been drawn to that age-old edict “You must know the rules before yo...
IN MY last post, I wrote about the premature sounding of the death knell for public relations. I'll go a step further and say that, the need for adept public relations skills is actually growing and is more critical today than ever before. In fact, the use of strategic PR has begun to ...
“Reports of my death have been greatly exaggerated” - a quote attributed to Mark Twain but apropos for today’s PR industry. I’ve seen several pieces of late, written by journalists and bloggers who appear rushed to sound the death knell over public relations. “New media and Web 2.0 cha...
I WAS READING a new post on one of my favorite blogs and I had to laugh at the synergy between the subject matter and some of my own recent thinking. It all has to do with the rising use of video as a marketing tool. The author, Dean Rodgers over at KoiFish Communications, points out ...
 YOU’VE HEARD it over and over again– economic downturns are THE BEST time to invest in marketing. Vendors are charging less for services, publications and broadcast media are slashing advertising rates and most importantly, public relations is more effective than ever. That’s be...
 PAST POSTS on this blog have addressed some of the dramatic changes that are currently turning traditional marketing strategies on their head. The press release is no longer solely for the press; published articles are oftentimes less valuable than those posted online; targeting lots ...
WELL, IT’S NOW day 5 of the great Portland “Arctic Blast” as they are calling it on the news. Portlanders aren’t used to much snow so even a little bit keeps everyone out of their cars and next to the fireplace.  Sounds cozy, doesn’t it?  Really not a bad ...
WHAT I’M ABOUT to say is heresy – at least to some. I’ve already been admonished by several PR practitioners who refuse to consider the possibility of change. It appears that nothing is as sacred to these “old schoolers” as the rules governing press releases.   There was a time ...
AFTER 25 YEARS of practicing PR, old biases are hard to ignore.  Earlier this week I was heading in to a 2009 planning meeting for a client in the medical technology industry.  As I parked my car in front of their offices, I did a quick survey to make sure I had everything I needed - l...
Company’s New Social Marketing Tool Is Breakthrough For Advertisers Looking To Reach Users Of MySpaceOther Social Networking Sites   BRENNER ASSOCIATES Public Relations today announced the addition of SplashCast™ to its list of clientele.  Pioneers in the field of social marketing, Spl...