Masonry Blog

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    The Future of Fractional Creative Leadership
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    Over the past couple of years, I have witnessed the rise of a trend: the emergence of fractional marketing executives as the norm rather than the exception. These seasoned professionals offer their expertise to companies on a part-time or project…

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    Inspiring Brand Mission Statements
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    Brand missions articulate the purpose and intentions of a company, often focusing on what they aim to achieve for their customers, society, or the world at large. A strong brand mission goes beyond the pursuit of profit to encapsulate the…

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    The Silent Online Majority
     1024 684 Michael Kraabel
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    A significant portion of the online community, which I started to refer to as the “silent online majority,” primarily consumes content without actively engaging in creation or extensive interaction. As I have started to research this group, I started to…

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    The Unplug Project
     1024 683 Michael Kraabel
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    I’ve spent most of my professional career entangled in the endless loop of emails, social media notifications, and digital clutter. Like many others, my life is dominated by screens, leaving me drained and creatively stifled. In the early days of…

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    Marketing Conversion Rate Optimization Tips for 2024
     1024 683 Michael Kraabel
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    Driving traffic to your website is just the beginning. The real challenge lies in transforming these visitors into engaged customers. This is where Conversion Rate Optimization (CRO) becomes crucial. CRO is the strategic process of enhancing your website to boost the percentage…

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    Treat Your Customers Like Friends
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    Embracing the ethos of treating customers as friends isn’t just a nice gesture; it’s a strategic choice that can lead to long-term positive outcomes. – from trust and loyalty to long-term growth and a robust brand image. “The most successful…

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    On Team Building
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    I wasn’t always a good manager. In the early stages of my career, my style often lacked the finesse and insight I now possess. Having hired (and unfortunately fired) quite a number of employees over the years, I’ve learned a…

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    Structuring Effective Marketing Campaigns
     1024 683 Michael Kraabel
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    The success of a marketing, advertising, or brand campaign hinges on much more than just a creative spark. It’s about constructing a strategy that is imaginative, measurable, and aligned with consumer behavior. My methodology has evolved over the years to…

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    The Strategic Advantage of an In-House Production Studio
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    In a marketing world that demands real-time responses to customer demands and sometimes urgent crisis responses, having an in-house production studio is a luxury and a strategic asset. Having some form of -in-house production space offers a blend of efficiency,…

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    For The Love of Industrial Photography
     1024 683 Michael Kraabel
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    In industrial and commercial environments, photography and filmmaking offer a unique and exhilarating experience, teeming with challenges and opportunities distinct from traditional settings. At least for me. These locations are more than just backdrops; they are vibrant landscapes of creativity…

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