Tom Andel

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Native Advertising: Truth in Deceit’s Clothing

Posted by Tom Andel

Jul 14, 2015 12:09:00 PM


More than a half century ago, advertising guru David Ogilvy gave this sage advice:

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Topics: B2B, native advertising, editorial, Goldstein Group Communications, advertorial

A Conscience is a Terrible Thing to Waste

Posted by Tom Andel

Jul 1, 2015 3:24:00 PM


We recently posted our firm’s core values. Some might think that a marketing agency’s core
values should be whatever its clients say they are—“otherwise, shut up.” That might have been fine for Goldstein Group if it hadn’t committed to growing from its roots as a public relations (PR) firm, but any company that adds “Communications” to its name adds an obligation to its services for clients—beyond acting as a mouthpiece. If you look at GGC’s values, three of them deserve the media spotlight as practiced by any company—especially these days, with a number of high-profile p.r. agencies and executives stepping into it (the spotlight that is). They’re doing that because their clients have stepped into it (a spotlight, yes, but also something that’s a bit hotter and messier) and they require their agency’s help cleaning it up.

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Topics: PR, values, Goldstein Group Communications

Core Values Justify Our Existence

Posted by Tom Andel

Jun 24, 2015 4:20:00 PM


Many companies live on “The Edge of Tomorrow.” That’s both a value judgment and a movie title tie-in. The movie, a Tom Cruise sci-fi adventure that died at the U.S. box office last year, was about a guy who, on a daily basis, dies after the same battle with a formidable enemy. But every day he comes back to life to fight that battle again, and little by little he develops new strategies to be more effective.

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Topics: B2B, values, Goldstein Group Communications

Blogs should be tools, not weapons

Posted by Tom Andel

Jun 8, 2015 10:49:00 AM

Blogs can be used as potent weapons, both offensive and defensive. This blog aspires to be neither. As a market content creator, Goldstein Group is devoted to helping clients build the reputation of their brands. If you’re using social media to play chicken with enemies attacking your brand reputation, it’ll be hard to look like a winner in that fight—even if you win.

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Topics: social media, Blogs, Goldstein Group Communications

Getting customers to stick takes more than a sticker

Posted by Tom Andel

Jun 1, 2015 2:17:00 PM

Years ago, Intel struck gold with its “Intel Inside” campaign. This chip supplier found a way into more OEM equipment by going through the consumer. Going B2C turned into the perfect way to build on its already-strong reputation in the B2B world. Soon the sticker “Intel Inside” appeared on PCs all over the world (I’m looking at one as I write this blog). 

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Topics: Marketing, B2B, branding, Parker Hannifin

Don’t Let Bigfoot Walk Away with Your Messaging

Posted by Tom Andel

May 26, 2015 1:41:00 PM


We all have guilty pleasures. Mine is getting up early in the morning and listening to the tail-end of Coast-to-Coast with George Noory. This is a forum for the weird. Everything from UFOs to vampires to shadow people are fair game for a national discussion among people with insomnia and a wild imagination—a scary but entertaining combination.

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Topics: advertising, PR, Public Relations, FLIR

We’re More About Resources than Releases

Posted by Tom Andel

May 18, 2015 1:41:00 PM


Welcome to our new site. If you’ve gotten to the “Our Talent” section, I hope you are as impressed as I was at the mix of capabilities we have here. Before accusing me of being an egomaniac (because mine is one of the heads hanging on this page), take me out of this space for a second. Once you do that you’ll see a collection of faces lit up by brains uncorrupted by old-school marketing. That’s a school plastered with boilerplate press releases and filled with old textbooks with chapters on reader service numbers. This crew represents a new class of marketing professionals dedicated to providing a direct conduit into client markets. In fact these folks are more consultants than marketers. They built their expertise from years of immersion in many of the industries Goldstein represents. And though it pains me to say it, they are also becoming invaluable assets to the various trade magazines serving their clients’ markets.

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Topics: B2B, website, Goldstein Group Communications

About Us and this Blog:

At Goldstein Group Communications, we believe passionately in the power of great ideas, coupled with the impact of measurable results. It’s a philosophy that delivers customers to the sales team, profits to the CFO, and sustainable growth to the CEO. Inspired ideas that are grounded in the real world demands of the market.

We call it Measurably Better Marketing. 

 

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