The Smallest Brand Touch Point Can Lose You Business

Though my wife would surely disagree, I’m generally a mild-mannered guy. There are few things that get under my skin, but one that does is a toothpaste cap that has to be snapped to close (see picture). What focus groups and test market results proved this would be a… Continue Reading →

A Brand Vision Statement: Something To Grow With

As a new parent many years ago, I remember gazing into my newborn’s scrunched eyes and painting a detailed picture in my mind of  where she’d be many years later. What she’d look like. How she’d act. The kind of education she’d have. What she’d be doing for… Continue Reading →

What We Can All Learn from Costco

I like going to Costco. Free food samples, good prices on good products, a frequently changing selection, interesting people-watching, and the occasional I’ve-got-to-get-this-today-because-I-know-it-won’t-be-here-tomorrow deal. I’ve bought eyeglasses at Costco. Discounted movie tickets and spa packages. And 16 year-old Scotch and fresh flowers, too. It’s… Continue Reading →

Your Marketing Audience Can Only Catch One Brand Message

An ad agency creative director friend of mine shares the story of a client meeting for an important new brand launch. Like many clients, this one had many equally important selling points they insisted needed to be communicated to their audiences. My friend sat quietly taking notes as the discussion continued around… Continue Reading →

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 →

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