Aarti Shah, senior reporter with PRWeek, talks to Tony Sapienza, cofounder of Topaz Partners, about whether mobile marketing has lived up to its hype:

Technorati Tags: mobile marketing, PRWeek, public relations, Social Media, Topaz Partners

When it comes to marketing and branding, the conventional wisdom is that the “elevator pitch” is a must-have. It’s practically unquestioned that you should be able to boil down what your company does in 30 seconds, the length of an average elevator ride.

Marketing consultant Steven Melanson says the elevator pitch is seriously misguided. Steven says that 30 seconds is in fact too long and overlooks perhaps the key objective of any successful branding effort: differentiating you from your competition.

Steven is President of Melanson Consulting, which according to his website is a “verbal branding development and instruction company.” He’s also the author of Jaw Branding™, a book and audio CD “that describes the verbal gap in the branding services marketplace, Jaw Branding™ philosophies for verbal interactions, the relationship to memory and psychology, its superiority to traditional sales or communications approaches for revenue generation, and the implications of verbal branding for organizational culture.”

Steven joined Topazers Glen Zimmerman, Anne Dalrymple and Wendie Larkin for a special episode of PRobecast, which you can listen to here:

You can subscribe to PRobecast via Podcast Ready —

or iTunes.

Or simply use the RSS link here:

You can send your feedback to probecast@topazpartners.com. You can also call your feedback into 781-404-2409. Or leave a comment on our blog!

PRobecast’s opening music is “Junk In A” by Pat Zelenka, available on the Podsafe Music Network. Our closing music was composed by Rob Capra.

Technorati Tags: Branding, Marketing, Melanson+Consulting, PRobecast, Steven+Melanson, Topaz+Partners

Mark Tapling, CEO of Language Weaver (a Topaz client), appeared today on Fox Business Network in an interview with morning anchor Jenna Lee.

Language Weaver is a human communications solutions company that uses proprietary statistical algorithms to translate over 60 language pairs. The company focuses on delivering translation solutions that enable high volume, high speed translation for government applications, customer care, digital content and business intelligence.

Technorati Tags: Fox Business Network, Jenna Lee, Language Weaver, Mark Tapling, Translation