Carrie Kerpen

This is the amount of time it takes to scan whether a hairy #UDRP decision was likely issued today. For #brands that have acquired distinctiveness, it's easy. Unless there is fair use (criticism) or nominative fair use (unaffiliated information) - it's cybersquatting. Nespresso. OnlyFans. Cisco. Sanofi. Lancome. No argument can make that OK otherwise. In other cases, the length of the string, and the combination of something unique with literal industry keywords related to the Complainant make it, on the balance of probabilites, equally likely that #cybersquatting is the case. Even if there is no widespread distinctiveness acquired. Some of the registrants may have also shot themselves in the foot by using infringing content. Another tell is the registration of something that would not be a likely choice of #name - under several extensions. In certain cases it is reasonable to surmise that the intent was targeting the Complainant for gain. No interesting decisions today I think. Not from my perspective. That's good.

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AI search and social search are opening new ways for solo business owners to get discovered. The opportunity is bigger than ever if your content is structured to be quoted, shared, and saved. In my latest article, I walk through three simple steps you can use now to show up in AI answers, social feeds, and inboxes, the places clients are looking. Read it here: Get Found in the Age of AI https://lnkd.in/gYP6XJur

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If you want better clients, start by creating value before the sale. One philosophy Scott shares in this week's episode: help people get what they want first. Listen to the full episode: The Best Marketing Strategy Is Caring: How to Stand Out in an AI World.

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Align teams with higher missions for sustained company expansion. Use all interactions (from comments to service) to convey your brand's desired life vision. Watch the full video: https://lnkd.in/g6pa6ig5

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“Content marketing is a commitment, not a campaign.” — Jon Buscall Collision buyers don’t impulse-order calibration rigs or spray booths. They read, compare notes in 20-Groups, and bookmark the brands that help them work smarter. If your content only appears during promo season, you’re invisible when decisions are made. Show up every week with a quick field fix, a real ROI snapshot, or a plain-English take on the latest OEM position statement. Keep that rhythm and you won’t be chasing demos, your inbox will already be full.

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Re-reading classics (V): The Neuroscience of Human Relationships by Prof. Cozolino… and it hits differently when you work in #marketing or #events. Morale : Your brain doesn’t care about your marketing plan. It cares about people. It cares about Safety. It cares about Belonging and Emotion. Everything else — funnels, decks, KPIs — is just #noise. Turns out: your #audience’s brain was never designed to listen to you — it was designed to #feel you. 3 Key Ideas A. #Connection before #cognition. The brain doesn’t process your message until it decides you’re #safe. In other words, #trust is the new Call to action. B. #Oxytocin beats #optimization. No amount of data replaces the neurochemistry of trust, #empathy, or shared #laughter. That’s what makes #communities scale. C. #Novelty is #survival. Our brains literally reward #surprise — not repetition. That’s why average events (and LinkedIn posts) fade into oblivion. Recommendations for #marketingprofs and #eventprofs 1. Design for #brain chemistry, not agendas. The best sessions don’t teach, they trigger #emotion, #story, or #resonance. 2. Track #feelings, not #footfall. If your participants felt nothing, your #NPS doesn’t matter. 3.. Create #rituals, not #campaigns. Rituals make brands feel like #tribes. Campaigns just make #noise louder. #Neuroscience won’t make you robotic, it makes you radically human … and maybe that’s the real KPI.

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The Decline of Google Search: What Businesses Need to Know - EYE opening insight from on the decline of traditional Google search - featured on today's The Rundown with Ramon Show

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Cookie-cutter marketing won’t grow your business. Every SMB faces unique challenges—so why settle for generic tactics? Discover how a tailored digital marketing blueprint can unlock measurable ROI, streamline your operations, and drive qualified leads that actually convert. In this series, I’ll break down the essential building blocks—SEO, CRM, analytics, automation, ads, and content—and show you how customization makes the difference between stagnant results and scalable growth. Ready to see how a custom strategy could work for your business? Let’s connect for a quick assessment.

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Influencer marketing is a talent relationship. Floods is a media buy. Stop confusing them. Influencer = pay one creator, hope it works. Floods = pay for thousands of placements at a guaranteed CPM. One is a deal. The other is infrastructure. Same content footprint costs 25x more through influencer deals. You don't run paid social through one creator. Don't run organic through one either. The shift from talent buys to distribution buys is the next 24 months of UA. Teams still pitching influencer logic to their CFO are about to get budgets cut. If your CMO still thinks organic = talent, send them this post.

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📢 Brand messaging isn’t fluff—it’s how you make your value crystal clear in a crowded space. 📝 This Debutify guide offers a blueprint: from defining your core message to measuring how well it lands. ✨ At 540, we anchor every brand in that same clarity—because when your message is built to scale, everything else follows. 💡 A worthwhile read if you’re ready to move from ‘words on a page’ to a message that actually moves people. 👇 https://lnkd.in/eGCPAxkQ #MagneticMessaging #ClarityAtScale

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"The Science of Brand Associations will be a valuable resource for any marketer who is responsible for driving revenue growth at their organization. The book is short - just over 100 pages - and Ulli Appelbaum's writing style makes the book easy to read. Advances in neuroscience and the behavioral sciences over the past several decades have given us a deeper understanding of how humans learn, how our brains store and retrieve information, and how memories impact human decision-making. To be effective, marketing must be designed to leverage how humans think and make decisions." Thank you for the book review G. David Dodd, much appreciated.

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Marketing ambition means nothing if teams can’t turn it into consistent action. Our new blog breaks down how to close the gap between big goals and daily execution so strategy becomes real, repeatable, and results-driven 👉 https://lnkd.in/e2Pg8P32

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The honorarium model is the most traditional way speakers are paid by associations. You’re invited to deliver a presentation, workshop, or keynote—and in return, you receive a fixed fee, often ranging from $2,500 to $10,000 or more depending on your experience, reputation, and the event size. Associations typically allocate part of their annual conference budget specifically for professional speakers, so they’re accustomed to paying fair compensation for quality content. The honorarium model is ideal for speakers who want to get paid directly for their time and expertise without having to sell products or services afterward. It’s clean, professional, and straightforward. When you deliver exceptional value, associations often rebook you for other events or refer you to affiliated chapters, which multiplies your revenue potential. Consistency and professionalism are key—reliable speakers tend to get invited back year after year. While the honorarium might not always rival corporate speaking fees, it offers stability and long-term visibility. Each association event puts you in front of hundreds of decision-makers who may hire you later for consulting, training, or company programs. That’s why many speakers use honorarium engagements as both income and marketing combined. 👉 Learn more at https://lnkd.in/dFvR8r2

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In the latest episode of Retained Trust, I sat down in person with my partner in crime, Manuel Weiss. We covered a lot of ground—from doubling sales calls to balancing business with family life—but one moment stuck with me: The number of agency owners who give up on SEO after 3 months. Here's how the story goes: → They publish a few blog posts. → Check the pipeline. → See no change. → And conclude it doesn’t work. But SEO was never supposed to be a silver bullet. It’s a system. It’s slow. And when you treat it like a long-term asset, it starts doing invisible work for every other channel: → Email list → Sales calls → Social → Referrals We’ve seen it firsthand. But only because we stuck with it longer than most.

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Remember when visibility meant having the flashiest trade show booth? In 2025, if your brand isn’t visible online—it’s invisible, period. Today’s vet and pet care buyers scroll before they schedule. So if you’re still investing only in in-person, it might be time to rethink your mix. Check out my full breakdown on the shift from booths to TikTok—and how to audit your visibility strategy for the digital era. 👉 Watch the full video on YouTube: https://lnkd.in/gZUuyYD9 🎯 And tag me in your brand’s before/after visibility shift! #VeterinaryMarketing #AnimalHealth #BrandVisibility #DigitalMarketingStrategy #ThoughtLeadership #MarketingThatWorks

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This is one of the hardest things to do in B2B marketing. It's easy to give away samples of your cider or pickled asparagus at a store, but how do you sample using a $100,000 attachment to a grader or soil reclamation technology? There are ways to do it but they're not easy so companies don't often think of them as a marketing tool. We always look for ways to share customer stories, research, impact assessments, etc. as a way for prospects to 'sample' high investment B2B purchases that can't be given away for free.

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Personalization in Direct Mail gets real action!! In a digital-first world, print is the differentiator. Smart marketers are bringing direct mail back — but this time, it’s data-driven, personalized, and impossible to ignore.

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