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Global Marketing

An Ounce of Prevention (Planning for Nexus)

Benjamin Franklin opined that an ounce of prevention was worth a pound of cure.  Although the quote originally related to fire safety its wisdom may be applied to any situation.  In our series we have defined nexus, given examples of how nexus may be created by marketing activities, and explained the financial impact of nexus.  […]

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Global Marketing

Wag the Dog (A “Tail” of the Cost of Nexus)

Many pundits say you should not let the “tax tail” wag the investment or financial dog.  However, if you have ever seen a large dog swinging its tail gleefully about, you certainly know the amount of unintended damage that may be done.  We absolutely agree.  Don’t let the tail wag the dog, but also don’t […]

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Global Marketing

To Be, or Not To Be (Creating Nexus part 2 of 2)

In the opening dialogue of Act 3 of Shakespeare’s Hamlet, the Prince ponders “To be, or not to be.  That is the question…”  While Prince Hamlet was contemplating whether to, theatrically, end his existence, in this post we contemplate the remaining four ways being a good marketer may, legally, create nexus. To recap, the remaining […]

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Global Marketing

Reach Out and Touch Someone (Creating Nexus part 1 of 2)

From the late 1970’s to the late 1980’s the Baby Bell’s and AT&T ran an advertising campaign reminding us to “Reach out and touch someone.” This poignant campaign reminded consumers how important it is to keep in touch, a message not lost on marketers.  A marketer’s job is to build connections with customers, but how […]

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Global Marketing

What Every Marketer Should Know About State Tax Nexus

In 1994, Star Trek: Generations introduced movie-goers to The Nexus, a space-time anomaly that gave complete bliss to those who managed to get into it and survive.  Of course, obtaining nexus in that case required being in exactly the right place at exactly the right time.  The nexus this blog addresses is more akin to […]