There’s nothing like a good origin story to remind everyone what your brand’s really all about. Phil Knight’s memoir, Shoe Dog, is an exceptional example. It spells out how the Nike brand narrative evolved as the company grew up. Like all good stories, it has plenty of interesting characters, plot twists and emotional ups and […]
From underdog to big dog: Take-aways from the Nike brand narrative. Read More »
Building a brand personality for your company that actually resonates with people is not easy. All the consultants and gurus will tell you, “you gotta be authentic.” “Don’t fake it.” “Be true to yourself.” But what does that mean? And what happens when your authentic self isn’t a very effective marketing tool? I’ve seen my
Building a brand personality that’s genuine, authentic, AND effective. Read More »
Ever since the COVID pandemic every category in the e-commerce industry has been growing like a weed plant. Everyone wants to know how to make their products look great online so they can cash in on the ecommerce gold rush. Small, family-owned boutiques are starting their own online operations; Bricks and Clicks, it’s called. Manufacturing
Putting your best foot forward – How to make your products look great online. Read More »
It’s an age old debate… can image advertising actually move the needle on bottom-line business objectives? Ad agency execs say yes, of course. But marketing directors, C-level execs and direct response guys are often skeptical. My humble opinion… absolutely. When it’s done well, “image” or “brand” advertising certainly can achieve both objectives… it can move
1 Tough Mother, 2 marketing objectives: Image advertising that works Read More »
“Content” is a sizzling buzzword in the marketing world these days. There are all sorts of specialists peddling different versions of content. “Content is King, Content is King,” they all scream. Everyday I get multiple offers to provide content for this blog, and for my firm’s website, and for my clients’ websites. I hear from
New word, old idea — The definition of content marketing Read More »
I am not stupid. I can connect the dots pretty well when it comes to concepts, jokes, images and nuances of commercials, print ads or social media posts. And yet, sometimes I find myself scratching my head saying “HUH?” Which is, unfortunately, one of the worst words in marketing. Here are a few others that
Wait, what??? The 5 worst words in marketing Read More »
Leslie’s Organics — Petaluma, CA Coconut Secret was first-to-market in the alternative soy sauce category, made from coconut aminos. Co-owner Leslie Caren was drawn to BN Branding through the Brand Insight Blog. “When I read their article on the yin and yang of marketing, I just had to connect with them,” Leslie said. “I could
Other case studies Read More »
Let me tell you a story that illustrates the shortcomings of the typical golf industry marketing strategy… It was the last time I bought a new driver… Not a used, discounted driver, but a shiny new model from one of the biggest brands in golf. I did it for several reasons, none of which were
Golf industry marketing strategy – Parity vs “kickassery” Read More »
Successful Brand Advertising: We have the ideas. Do you have the guts? Successful advertising hinges on three things: Creativity, consistency and guts. If you don’t run your ads with enough frequency you won’t get the results you want. If your ads are familiar looking, similar sounding, or anything short of unique, they will be ignored
Brand Identity Development — Logo, schmogo! It’s time to dispel, once and for all, the most common misconception in the marketing world: Just because you have a logo and some “branded” merchandise doesn’t mean you have a Brand. Logo and brand are not synonymous. Your logo, typography and color palate are important elements of brand
Brand Identity Development Read More »
