March 3, 2018

I have held for many years that, ultimately, B2B customers are subject to many of the same influences and psychological needs as consumers. Sure, there was a time when personal relationships, three-martini lunches, and even cold calls could do the trick in many industr...

February 3, 2018

It’s been said, “Positioning is the art of sacrifice.” Meaning you can’t effectively be all things to all people all the time. For successful brand longevity and loyalty, it pays to pick a solid position – which is defensible – and own it. By definition, that means sac...

January 6, 2018

A danger all marketers face, whether you work for an agency or on the client side, is falling victim to the echo chamber effect. The temptation is there to hear only what we’re saying about ourselves, to the exclusion of what the customers need to hear about how we can...

October 7, 2017

I read a post the other day which made the excellent suggestion we move beyond the “Digital Marketing” label to “Modern Marketing.”

According to Oilve &Co, modern marketing “connects brand with real customers and drives business results by blending strategy, creative, t...

September 2, 2017

In my last post, we touched on the advantages of a well-chosen name. Now comes the fun part where we look at how one might approach creating a new brand name.

As With All Things Good And Right In Marketing, It Begins With Strategy

Do you have a deep understanding of the...

June 2, 2017

Before launching a brand, it’s vital to create a Brand Framework to guide your decisions. Put simply, a brand framework serves as a North Star which defines what the brand stands for, and acts as a guide to ensure all touchpoints with the market build on the brand.

For...

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I Took a Year Away from the Corporate World to Teach. Here’s What I learned.

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