As a frequent participant in startups over the years, I have had the opportunity to create, develop and lead large marketing functions for diverse organizations. Now that I am a marketing consultant in the digital era, the organizational model I ...

Tagged with: Glenda LeGendre Modern Marketing

Today’s retail marketplace is changing dramatically and exponentially. The growth in online ordering is causing malls and even big-box stores to fall to the wayside. Small businesses are equally challenged. What’s a business to do to compete in the digitally ...

Tagged with: Glenda LeGendre Modern Marketing

Some professionals are still reluctant or skeptical about the use of social media as part of their marketing strategies. Overuse and misuse of the various tools can be problematic, but the benefits of effective use of social media far exceed ...

Tagged with: Glenda LeGendre Modern Marketing Social Media

So your market share (be it for-profit or nonprofit) appears stagnant, but your competitors’ numbers are seemingly increasing. Why? It’s always a good idea to address this issue at the start of the year. But how? Start by looking at ...

Tagged with: 2018 Glenda LeGendre Modern Marketing

Had a good night’s sleep lately? The current status of mattress marketing is a great metaphor for modern marketing as a whole. If you shopped for a mattress over the last two years, you likely encountered many changes to the ...

Tagged with: Glenda LeGendre Modern Marketing

Cook what you can sell or sell what you can cook? This variation of a well-known sales strategy reflects the wholesale change experienced by the restaurant and food/grocery industries and the corresponding burgeoning marketing efforts. The changes are due in ...

Tagged with: Glenda LeGendre Modern Marketing

There are many who misuse the term of branding to equate to their advertising plans. But branding is a separate, significant strategic process that incorporates considerable research, assessment and planning. Once completed, a brand strategy should be consistent and ongoing, ...

Tagged with: Glenda LeGendre Modern Marketing

Once a year or so, it’s a great idea to “market” to your own organization’s staff and members by holding a company or department retreat. This is not a party or family picnic. Rather, retreats combine formal and informal working ...

Tagged with: Glenda LeGendre Modern Marketing

It’s four a.m. and two students are arrested. Someone drives a car into your building. One of your employees may have absconded with a client’s funds. Any organization, at any time, may have to deal with negative communications experiences. Product ...

Tagged with: crisis communications Glenda LeGendre Modern Marketing

Do logos matter? I have had numerous opportunities to work with diverse organizations over the years to help them develop logos and logo identity systems to define, illustrate, and grow their brands. One memorable one was for Sinai Hospital. From ...

Tagged with: Glenda LeGendre Modern Marketing