Don’t rely on Ai for SEO search traffic. Last summer I set out to prove that I could write better ad headlines than Chat GPT. Remember that one?… It was me vs. Chat GPT in an epic headline smackdown. I won hands down, but it was based on subjective criteria and it was […]
Ai-generated blog posts – the data is in. Read More »
If you’ve been in business for more than five minutes you’ve probably heard marketing advice about benefit-focused marketing messages. Usually it goes like this: “You gotta quit talking about features and start talking about benefits.” So what’s the difference? Features are simply the attributes of a product or service — the obvious bullet points
Stop touting features and start talking about benefits Read More »
There’s so much buzz about AI in marketing I need a bee keeper’s suit just to write this. The marketing world is swarming with articles, opinions, podcasts and videos about how AI’s going to change world completely. I’m sure they’re right. Most of the publicity is positive, touting the time savings and efficiency that Ai
Ai in marketing — The amazing potential and real limitations Read More »
Never underestimate the power of brand identity design. For good or bad. Decades after you’ve completed that important but undervalued project your brand identity will either be a tremendous asset to your business or an anchor that continually drags you down. It’s not just about looking good — it’s about selling more, building goodwill, and
The lingering effects of your brand identity design – good or bad Read More »
A successful marketing guy asked me a question recently — a real no-brainer — which led me to believe he didn’t know the difference between marketing strategy and tactics. How can that be? He’s held several high-paying marketing positions. He has an MBA. He’s gotta know this stuff. So I started doing some research online
The difference between marketing strategy and tactics. Read More »
You say tomato, I say tahmahto. He says branding, she says marketing. No doubt, the language of marketing and branding can be very confusing. It has been for more than 50 years… An article in the Journal of Marketing way back in 1969 cited a clear problem with the imprecise, vague and misleading language of
Back to Basics (A working definition of Branding and Brand) Read More »
Chocolate vodka? Dill pickle vodka? Bacon flavored vodka? Cinnamon Roll Vodka? Smoked Salmon Vodka. I kid you not. When it comes to branding for craft spirits, fantastical flavors are all the rage. Ten years ago there were basically only four or five choices of vodka. Now there are 20 brands, and every brand has a
Absolutely better branding for craft spirits Read More »
This past year I landed a new client who had been thinking of hiring a brand strategist for more than four years. This particular entrepreneur is exceptionally mindful about what he buys and who he works with. In fact, he’s particular to a fault, often over-thinking simple decisions and holding up progress in the
What to think if you’re thinking of hiring a brand strategist. Read More »
A lot of business owners seem to think Branding begins with graphic design. As if the logo or the sign above the building is the be-all, end-all of branding. Of course, that’s not the case. Branding begins much earlier and continues, unabated, as long as the company is in business. For start-ups Branding begins with
Where branding begins — A holistic approach to branding and business. Read More »
These days, everyone wants a piece of the Ecommerce action. I understand the temptation… There are many stories circulating about the demise of brick and mortar retail and the rise of ecommerce. It’s a shiny penny that many can’t resist. But if brick and mortar retail is the heart of your brand, you better be
The Allure of Ecommerce (4 reasons why small retail brands often fail at online sales) Read More »
