Business

Approach Your Personal Brand Like a Project Manager

The truth is, everything you do that’s visible to other people in some way — be it in real life or online — will factor into your personal brand. It’s important, therefore, to ensure you’re taking steps to convey the right messages. The authors apply the principles of project management to personal branding and outline…

Read more

When Keyword Poaching Pays Off

Competitive poaching refers to the practice of bidding on ads for a competitor’s search terms, in order to poach customers searching for that brand. It’s a common tactic in the world of digital ads — but is it effective? The author shares results from the first-ever empirical study of this practice, which found that poaching…

Read more