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Branding is a popular topic in the business press and in business schools these days. Unfortunately, coverage of big brands like Tesla, Nike and Virgin make it sound as if Branding is a discipline reserved only for Fortune 500 companies and globe-trotting billionaires. As if small-business branding isn’t even a thing. Let me set the […]
Marketing is a very judgmental business. Business owners, CMOs and marketing managers are constantly judging their marketing efforts, and it’s almost always on subjective terms. Only a tiny portion of their overall branding efforts can ever be judged objectively, so it’s no surprise that so many people fail to make good marketing decisions. Ad agencies
Judge Not. (And make good marketing decisions.) Read More »
Surely you’ve heard the online chatter about “digital marketing.” There are a million platforms, channels, systems, software programs and “strategies” that are guaranteed to help you “kill it” online. Every month it’s something new. (You using Facebook Messenger as an ad platform yet? What about TikTok?) If you’re a business owner you have better things
Definition of digital marketing — 4 things you HAVE to know Read More »
I’ve been writing the Brand Insight Blog regularly since 2007. The single most popular post I’ve ever written focuses on the difference between marketing strategy and marketing tactics. Thinking and planning vs. doing and implementing. Seems there’s some confusion there, to say the least, about the definition of marketing tactics vs. marketing strategy. For example,
Strategic Thinking + Tactical Acting – For better marketing you need both Read More »
I grew up on the creative side of the advertising industry where big ideas are the currency of success. Didn’t matter if we needed an ad or a new approach to website design, we’d toil endlessly to come up with the spark of an idea that could be leveraged into a giant, category-busting campaign. Because
A new approach to website design – What’s the big idea? 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 »
Professional services marketing is one of the toughest specialties in my line of work. First of all, marketing an intangible service is much harder than marketing a tangible product, like a tasty new food item. Second, it’s hard to know where to spend your money, and which tactics are appropriate for a professional services
Lessons learned from 30 years in a professional services business 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 »
Humans love instant gratification. In fact, our brains are wired for it. But the path to marketing success is not instantaneous. It starts in the gut, meanders around till it hits your heart, and finishes in the head — if you play your cards right. Say hello to the holy trinity of marketing success: Credible,
The ancient, proven path to marketing success – Credible, Emotional, Rational Read More »
Insurance is one of those low-interest, out-of-sight-out-of-mind service categories that no one really wants to think about. That’s precisely why insurance industry marketing is one of the most cut-throat arenas in the business world. If all you have is a commodity service that people hate dealing with, you darn well better have some good advertising.
State Farm is Where??? Insurance industry marketing Read More »
