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Let me tell you a story about storytelling in business — the most important, most under-appreciated leadership skill. All business revolves around persuasion. You have to persuade prospects to buy, investors to invest, employees to perform and suppliers to deliver. There’s no getting around it… if you’re going to succeed, you’ve got to persuade. You […]
Storytelling in business — a good story equals strong leadership. Read More »
In 1997 Boeing and McDonnell Douglas agreed on a merger. That marriage looked great on paper… Boeing’s strength was McDonald Douglas’ weakness. And vice-versa. A match made in heaven, or at least in the clouds. But the Boeing deal demonstrates how brands and corporate mergers usually butt heads. Boeing’s shortcomings on the military side would
Brands and corporate mergers — F15 Fighter vs. the 787 Dreamliner Read More »
I’m a big proponent of small business market research. For me it’s insight first, THEN execution. Insight is the foundation of every ground-breaking idea in history. Insight drives the strategy that directs the execution that produces results. How do you get the insight you need? By studying, listening and asking the right questions in your
Strategic listening and consumer insight – Small business market research 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 »
At what point does a trendy new restaurant become an iconic brand? And when do all the branding efforts under the sun produce nothing but another shuttered dining establishment? The restaurant business is littered with cases of meteoric success and dramatic failure. It’s an inherently volatile business. This is the story of several competing restaurants
Restaurant Branding — Recipes for success and failure Read More »
Here’s a worst-case branding & rebranding scenario that every business owner fears: You’re forced to rebrand your company because of a costly legal dispute. You have 90 days to cease using your current brand name and identity, so you quickly hire a design firm to handle the rebranding work. Of course, your business doesn’t stand
The semantics of branding & rebranding: Get the words right, or else. 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 »
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
541-815-0075 Are your marketing tactics aligned with your strategy? Your operation? Your brand? Are you struggling to prioritize your tactics and track results?Is your marketing effort out of balance? We can help with a Yin Yang Marketing Assessment. Marketing programs, like people, need balance. It’s a yin yang thing. And balance begins by finding the
Strategy & Tactics – The Yin & Yang of Marketing Read More »
