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When it comes to belt tightening, most marketing managers have it all wrong. The minute the boss gives them the bad news… “gotta cut your marketing budget” they go straight to the list of tactics and start chopping off the bottom of the spread sheet. Not a stylish trim around the ears, more like a […]
How to cut your marketing budget without hurting your brand image. Read More »
There’s so much buzz about AI in marketing I need a bee keeper’s suit just to write this. The marketing world is swarming with articles, opinions, podcasts and videos about how AI’s going to change world completely. I’m sure they’re right. Most of the publicity is positive, touting the time savings and efficiency that Ai
Ai in marketing — The amazing potential and real limitations Read More »
Cadillac stole my tagline. Back in 2004 I wrote “Be Iconic” to support my name change from AdWords to BN Branding. That tagline was a critical element in my decision to go with that brand identity. “Be Iconic” worked perfectly in context with the name and the mark. It has staying power because it sums
Words matter! Why your brand identity needs a tagline. Read More »
I get a lot of questions when people I tell people I have a branding agency… “What, like golf hats and branded water bottles?” “No, it’s not branded merch. It’s branding services… You know, like brand names, logos, ads, signs, trade show booths, event graphics… Anything that will improve your image and help
6 good questions about branding agencies and their owners Read More »
Let me tell you a story about the problem with most sales pitches. There’s not enough problem. Sales people like to jump very quickly into the features of their latest, greatest high tech solutions without first making sure that their audience actually FEELS the problem. Sometimes you gotta remind people how much it hurts before
How to sell your great new solution — pile on the problem! 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 »
If you conducted a poll of 100 people like myself who develop brands for a living, 99 would tell you that naming your company is the hardest piece of the brand identity development process. Naming is way harder than designing logos or writing brand narratives. Naming a business is harder than naming a baby. Naming
Naming your company – Why is it so dang hard to do well? Read More »
I think it’s human nature to add unnecessary complexity to things. But the most effective marketers do just the opposite. They reduce complexity and keep it simple. It’s the tried-and-true KISS method… Keep it simple, stupid! Most business owners, inventors, entrepreneurs and marketers don’t do that. They add complexity because it feels like it
How to simplify your marketing efforts for more efficiency Read More »
Everyone’s fixated on short copy these days… Gotta write as if everyone’s hyper-distracted and generally blind to anything that’s set in type. But in the rush to shorten, truncate and boil every good idea down to a tweetable gif or an infographic, many marketers are missing the nuances that translate to more engagement, better conversion,
Mapping out the customer journey – in story form 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 »
