How to choose a brand name you can bank on.
At some point in time, every entrepreneur, every marketing director and every business owner will…
Rule #1 for advertising a golf destination: Try not to turn people off.
I seldom use the Brand Insight Blog to critique individual ads. It’s just too easy…
Successful Branding — Zero-in on the main thing for brand loyalty.
I love this saying: “The main thing is to keep the main thing the main…
Your customer’s journey reimagined
When was the last time you really sat down and thought about your customer’s…
When Branding outpaces the brand. And vice versa.
First of all, let me address the common confusion around the two “B” words in…
Brand authenticity (Keeping it real, honest, genuine and true)
Keen Footwear is a great branding case study. If the shoe fits.
Apparently, I have peasant feet. At least that’s what the nice sales person at REI…
How to hire the right marketing person — the first time.
Most business owners and CEOs have no idea how to hire the right marketing person….
How to build a brand… First, own an idea.
I think all entrepreneurs should study advertising. Entrepreneurs are full of ideas, and advertising is…
How to build credibility for your brand, one chapter at a time.
A lot of small businesses have been driven out of business by big box stores…
Naming a baby vs. naming a business
Naming a business is tough. I’ve conjured up thousands of business names, product names, non-profit…
3 key elements of branding: Relevance, Credibility & Differentiation
When you look at companies — large and small — that have become successful brands,…
Branding Fundamentals – The ABCs of Branding are RCD
Relevance. Credibility. Differentiation. These are the universal branding fundamentals. When you look at companies —…
The Inside-Out Approach To Building A Brand — Start with your people
I’m always amazed by business owners and CEOs who spend considerable time and money building…
How to nail a 1-minute elevator pitch
I try to make it to the Bend Venture Conference every year. My favorite part…
The secret, missing ingredient of content marketing.
It’s the age of information, and much of the marketing buzz these days revolves around…
Custom club fitting: Path to perfection or folly of the fragile golf psyche?
One of the hosts of an immensely popular golf podcast recently said, on the air,…
Storytelling in business — a good story equals strong leadership.
Let me tell you a story about storytelling in business — the most important, most…
Ai-generated blog posts – the data is in.
Don’t rely on Ai for SEO search traffic. Last summer I set out…
Brewpub Branding: The problem with beer snobs.
I had an experience in a brewpub some years ago that was inspiring and insulting…
How to cut your marketing budget without hurting your brand image.
When it comes to belt tightening, most marketing managers have it all wrong. The minute…
The answer to all the marketing questions you’ve ever had…
It Depends. I always tell clients and prospects “There are no dumb marketing questions.”…
Garbage In, Garbage Out — How to avoid waste in advertising
I took a load to the local dump the other day. As I hucked yard…
Big Brand Redesign – Another new spin on the Pepsi logo.
Every 10 years or so the top marketing execs at Pepsi throw millions of dollars…
These two words are NOT synonymous: Logo. Brand.
Here’s something I heard from a young graphic designer recently: “Oh yeah, we’re going to…
Brands and corporate mergers — F15 Fighter vs. the 787 Dreamliner
In 1997 Boeing and McDonnell Douglas agreed on a merger. That marriage looked great on…
Brands of Love – Ski industry inspiration
I’ll never forget my first pair of skis… Hand-me-down Heads from a by-gone era. Jet…
Comparison ads – From Cola Wars to Computer Wars
A client of mine recently saw some competitors doing some pretty shady stuff, and asked…
Stop touting features and start talking about benefits
If you’ve been in business for more than five minutes you’ve probably heard marketing…
Ai in marketing — The amazing potential and real limitations
There’s so much buzz about AI in marketing I need a bee keeper’s suit just…