Losing Sales? Look Closely at Your Brand Touch Points.

The brand communications have worked as designed: the advertising, pr, trade shows, sales presentations, packaging, etc. have all brought the prospect to the brink of becoming a customer. The cash register is about to ring and the cork popped. But then something… Continue Reading →

Brand Positioning: It Ain’t Easy, But It’s Required

The folks at Sunkist, the well-established orange brand, are sharp marketers with their slogan, “An orange is an orange … unless it says Sunkist.” The real genius of Sunkist is how they positioned their brand by re-positioning all other oranges that don’t carry the Sunkist label. Those other… Continue Reading →

Your Employees as Brand Touch Points

This much is obvious: your employees are vital to the success of your business. They make the engine go. But they’re not just employees; they’re potentially vital brand touch points. Depending on your business, you’ll have many types of front line and behind… Continue Reading →

Finding Ways to Become a “Remarkable” Brand

For the past few weeks, I’ve been working on a project to help launch a new brand into a mature market already dominated by several well-entrenched competitors. This new brand will be smaller, with fewer products offered — each equally as remarkable (or unremarkable, as the case… Continue Reading →

Brand Communications: What Is It?

For years I referred to what I did for a living as “Marketing Communications.” That is, communications activities that specifically supported the marketing efforts for a client’s product or service. But experience has led me to a more evolved perspective. And, it’s based on… Continue Reading →

Targeted Brand Messaging: A Great Example

The 2007 movie “Knocked Up” was on cable the other night. During a commercial break, an ad came on for Trojan® Fire & Ice™ condoms. The ad itself may not have been all that remarkable, but the placement within this particular movie… Continue Reading →

Is Traditional Advertising Dead?

I grew up in a kinder, gentler advertising world: TV, radio, outdoor, newspaper, magazine, point-of-purchase. During that time, media options were relatively few and well-defined, and the emphasis was on creatively engaging the prospect and breaking through the ad clutter. Advertising, in its purest definition, was the workhorse called… Continue Reading →

10 Questions to Ponder for Your Brand

Ten questions to consider right now, today, to get a sense of your brand’s health and long term well-being: Could we be selling more of our “stuff”? Have we defined exactly how we want our brand(s) to be perceived in the… Continue Reading →

A Brand Value Proposition? Why, and Who Cares?

To define your brand value proposition consider this: what specific benefits do users receive from your brand? Remember the old Volvo ads that harped on their cars being built around passenger safety? Back in the ’70s and ’80s it was the one thing, above all else,… Continue Reading →

A Closer Look at “Brand Identity”

“Brand identity.” It just may be one of the more misunderstood and under-appreciated terms in marketing. More often than not, it seems people simply associate “Brand Identity” with the graphic identity of the brand — the logo, graphic design system, and perhaps… Continue Reading →

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