messaging

Crafting the story for stealth-mode startups

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In 2012, Shaku Selvakumar  took the kind of step that entrepreneurs live for: She stepped out of a successful marketing career at IBM to help guide the growth of a stealth-mode startup. That startup, CognitiveScale, took a hint from its own name: Shaku started as employee number five; the headcount now is over 150. I … Read more

Digital marketing: Align your strategy, brand and message

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Every once in a while, I hear someone put the em-PHA-sis on the wrong syl-LA-ble, and it distracts me to the point where I miss the meaning. The lesson? Messages need to be clear and delivered correctly. (With bonus points for brevity!) Your name in lights Similar disconnects happen when an organization’s digital marketing messages … Read more