To move your business into the big(ger) leagues, you’ve got to have the courage and clarity to challenge big conventions. Building a brand requires more than having a great product, pinpointing your ideal customer’s’ needs, or getting clear about your value propositions. It also requires a bit of business intuition. Because it’s not just the […]
“If Nike opened a hotel, we would be able to guess pretty accurately what it would be like. If Hyatt came out with sneakers, we’d have no clue.” I couldn’t help but wonder: Why is that exactly, Seth Godin? He concludes: “Because Hyatt doesn’t have a brand, it has a logo.” Brand vs. Logo: Why […]
What are the behind-the-scenes secrets to building a powerful brand? Come closer. It isn’t just investing in pretty packaging and expensive ad campaigns. It’s the ability to turn your ideal customers into long-term loyalists, generating powerful momentum to fuel your company’s future. In short, to create a tribe. Let’s take a page from the world […]
Years ago, my ECD posed a riddle: “Coca-Cola is worth over $200 billion. But what would it be worth if every one of its production/bottling/distribution plants burned to the ground?” Before I could say anything, he answered: “Over $200 billion. Because Coke’s not the beverage, it’s the brand, and as a brand, it might as […]
Generation Z is plugged in, but far from checked out Born between 1997 and 2012 (roughly), there’s one major defining characteristic Gen Zers share: they are the first generation with no memory or experience of life before the Internet. They learn, work, date, shop and play online—spending hours of their days “plugged in” to consume […]
You’re a CEO, on the hunt for an outside ad agency with fresh perspectives to support your marketing and growth initiatives. You take to Google and are not only overwhelmed with the number of agencies that claim to meet your every need, but you also begin to identify the language barrier we like to call […]
Market volatility can stifle business growth plans. But dare we say that companies that know who they are, what they do, and who they sell to are less likely to have business altering deficits during a recession than those who lack clarity and alignment? Call us daredevils, but the proof is in the pudding. Ignoring […]
While many companies react to a recession by decreasing the marketing budget, maintaining marketing spending is the best move for success during and after the economic downturn. Here are three reasons why marketing budgets should remain intact (or even increase) during a recession.
A strategic approach to integrated marketing can be a game changer for any business. Read the latest on why integrated marketing matters from an agency that gets your goals.
Brand Storytelling: What it is, why it’s important, and tips for getting started with your brand story.