It’s easy to look at branding as something that only faces outward. In other words, we often fall for the assumption that branding is something we invest in so that customers, stakeholders, and the general public see us in a certain way. But if you really study the art of brand building, you’ll realize that […]
Does Your Office Environment Properly Reflect Your Brand? Here’s Why It Matters Read More »
As children we think that our mothers tell us to do stuff like chores and homework just to bug us. When we ignore them, they repeat and repeat and repeat their requests. Each time their voice gets louder and, often, more embarrassing as if volume alone will get us to listen and motivate us to
10 Content Marketing Lessons From Mom: How You Can Be A Better Content Marketer Read More »
rawpixel / Pixabay Market research is the fuel that propels products, services, and even ideas. In fact, market research might even be more important than the fuel metaphor, since crashing a campaign or initiative is more severe than sputtering at the gate. As award-winning social media scientist and author Dan Zarrella once said, “Marketing without
Heidi Cohen Interviews Nick Westergaard New book: Brand Now: How to Stand Out in a Crowded, Distracted World Q: What’s your best piece of advice for readers looking to improve their marketing? A: Stop and think.This sounds incredibly simple but too many of us are distracted by all of the shiny new things in marketing today. You can’t
Professor, speaker, author, and brand strategist Nick Westergaard has a lot to say about branding. So much, in fact, that when his first draft of Get Scrappy: Smarter Digital Marketing for Businesses Big and Small included a lengthy chapter on the subject, he opted to cut that part out and use it as the basis for
How to Build Brand in the Age of Digital Distraction Read More »
Brands across the globe and in virtually every industry are suffering from a crisis of differentiation. It seems every time one company discovers something that works well, others race to copy the idea. Professional services, airlines, wireless communication, and insurance are just a few examples of industries in which major brands have become nearly indistinguishable
As your content marketing grows, more voices will join the ranks of your marketing, speaking and writing on behalf of your brand. Without a consistent brand voice, there’s no way to guide all of those different people into sounding like one unified brand. The stakes are high, because your brand voice affects how people perceive
5 Ways Marketing Teams Can Engage Website Visitors Your website is the launch pad for your business. It is where customers go to learn about your values, your products, and what your brand stands for. You want this first impression to make a lasting impact. But when it comes to marketing, information alone is not
5 Ways Marketing Teams Can Engage Website Visitors Read More »
How many times have you heard, “according to [consumer insights firm name], millennials live in an experience culture” or some other fact about a huge demographic of the world with broad blanket statements? Having worked in the ad agency world for years I saw a lot of this type of research presented to clients to
How to Move From Generic Consumer Insights to Insights From YOUR Customers Read More »
mohamed_hassan / Pixabay Whether you admit it or not, branding plays a significant role in our purchasing decisions as consumers. There’s even evidence to suggest that the presence of a strong brand name is enough to influence your taste and other perceptions of quality. In your own life, you might also consider a company’s brand
How Much Does Brand Strength Play Into Stock Prices? Read More »
