Laura Pasternak + Michael E. Zimmerman
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October 22, 2012
Fascinating experience, this week, with a major telecom provider. It started with a customer satisfaction survey. The call began with the usual questions: “Was your technician on time …courteous …knowledgeable …neat, etc.” And it ended with a Net Promoter question: “On a scale of one-to-ten how likely are you to recommend us to a business colleague?”
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September 25, 2012
Joni Mitchell called it the “Starmaker Machinery,” the maddeningly complex world of music critics and publishers and agents who used to decide which artists would make the top 20 and which would remain obscure...
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September 13, 2012
Ask any of our clients, and you’re likely to hear about my penchant for analogies. Cognitive metaphors, as linguists call them, refer to understanding one conceptual domain in terms of another. When we use analogies, we help our audiences understand a “target domain” by applying their understanding of “source domains.” So, when we say things like “brands evolve,” we don’t mean they evolve in the literal sense...
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August 28, 2012
Went fishing, some years back, with a close friend and colleague. We talked through the morning about a marketing challenge he was facing. His CEO was pressing for a formalized marketing strategy, and he “just wanted to bounce a few ideas” off of me...
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August 8, 2012
Just yesterday, as I scrolled through my Facebook feed, I came across a comment, written by someone I have never met. In fact, we’ve never even spoken or exchanged email. All her comment said was, “definitely worth a look...”
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August 8, 2012
Laura Pasternak, Principal and Chief Brand Strategist for MarketPoint, has joined a select group of leading communications experts published in the International Association of Business Communicators July-August issue of Communication World (CW).
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August 8, 2012
Laura Pasternak, Principal and Chief Brand Strategist for MarketPoint, has joined a select group of leading communications experts published in the International Association of Business Communicators July-August issue of Communication World (CW).
Tapped for her expertise helping firms effectively manage their brands through transition, Pasternak offers insights and guidance for communicators and business leaders facing the challenge of navigating brand and communication decisions during a merger or acquisition.
Read the full article here: “A Plan for the Brand: Seven Steps to Strengthen Your Brand During and After a Merger or Acquisition”
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August 1, 2012
A merger can be one of the most challenging transitions for an organization. And even more so for a communications professional tasked with navigating branding decisions.