One of the earliest marketing lessons I ever learned was from the ice cream man. I was 8 years old, and boy-oh-boy, when I heard that ice cream jingle coming up the hill I dropped whatever I was doing and scrambled to scrape up some change for a soft serve swirl cone – half chocolate …
Business naming is one of those funny creative tasks that everyone thinks they can do. No one thinks they can draw a logo. They don’t “pitch in” during the design process with their own sketches, but they sure think they know how to come up with a good business name. There’s a lot of armchair …
How to come up with a good business name – avoid these common traps Read More »
Are you burdened by all the tactical marketing options? Ever wonder how to manage your marketing efforts more effectively? Take a cue from the movie industry. Have you ever really watched the final credits of a movie? They go on and on and on listing every last editor, actor, gaffer, grip and gopher who was …
How to manage your marketing efforts like a Hollywood Producer Read More »
Let’s talk about one of the most popular marketing metaphors of all time; The Marketing Funnel. Sales funnels, marketing funnels and conversion funnels are ubiquitous in the business world. It’s an idea that dates back a hundred years, and it goes like this: At the top of the marketing funnel you have all these …
In business I think it’s human nature to add unnecessary complexity to all sorts of things. Business owners, inventors, entrepreneurs and marketers add complexity because it feels like it adds value. It gives us more to talk about; More features to tout, more bullet points for the pitch deck, more stuff to keep us busy, …
Brand Simplicity – Whittling success down to its core. Read More »
The COVID 19 pandemic has created a frenzy of activity in the e-commerce industry. One of my CPG clients saw a 550% increase in online sales – until they ran into supply chain issues and had to post “out of stock” on every item. The new normal for e-commerce is going to be huge. The …
The new normal in e-commerce — How to sell more stuff online. Read More »
Every entrepreneur experiences setbacks… Markets crash. Key team members leave with your biggest accounts. There are supply-chain snaffus, natural disasters, and now, a novel virus that slams the door on a robust economy. It’s hard to know what to do when you’re advertising in a crisis, but this is when your branding efforts can really …
Advertising in a crisis: Shit happens, but brands endure. 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 »
Ecommerce is exploding. The COVID 19 pandemic has created a tidal wave of activity in that industry. One of our clients has seen a 550% increase in online sales. A year ago they were wondering how to sell more stuff online, and now they’re wondering how to handle the operational implications of this new normal …
The new normal for Ecommerce — How to sell more stuff online. Read More »
My annual Christmas shopping excursion always eventually leads me to one place: Powell’s Sweet Shop. To me, it’s the ultimate example of successful retail branding. (And it’s not even called Powell’s any more) Ben & Jerry’s has a lot of appeal in the summertime, but Powell’s resonates with me on a completely different level. To …
The ultimate franchise retail branding experience – like a kid in a candy store Read More »
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