Air Jordan Case Study – How Nike and Michael Jordan changed the sports world
Undoubtedly, Nike and Michael Jordan’s partnership in 1984 forever altered the landscape of the sports world. Few athletic shoes are as iconic and recognizable as the Air Jordan, a brand that bears the name of legendary basketball player Michael Jordan. For decades, this Nike sneaker has been a fixture in the athletic world, representing far more […]
Influencer Marketing helps brands break through the clutter
Influencer marketing is a form of marketing that leverages the influence of individuals with a large following on social media or direct access to influence a consumer. While most think of influencers as celebrities named Kardashian, Beyonce, or Lebron, open your minds to finding ways to reach those consumers who love your brand, and can […]
Sustainable Brands: How eco-friendly brands are winning
In an era often described by its rampant consumerism, there’s an intriguing juxtaposition at play. Discover the importance of sustainable brands for our environment. Read how eco-friendly brands make conscious decisions—driven by profit and an urge to be part of a global solution. We’ll take a look at four case studies, including Patagonia, Ikea, Adidas, […]
Viking Cruises – The secrets behind their comfortable exploration brand idea
Viking Cruises, founded in 1997, is known for its river and ocean cruises. Over the years, it has emerged as a leader in the cruise industry, named the #1 cruise by Condé Nast due to its unparalleled customer experience. What Viking Cruises does so well is it understands the high expectations of its consumer target […]
How advanced consumer analytics can steer your brand strategy
In today’s highly competitive marketplace, brands need to use consumer analytics to uncover the unique situation and circumstances that will help uncover their brand strategy. The one-size-fits-all approach no longer suffices. Instead, at the heart of your deep-dive business are the consumer analytics that include consumer tracking data and the marketing funnel analysis help tell […]
How to manage the ideal tension between marketing and sales
There is a natural tension between marketing and sales due to their differing primary focuses, but that tension can be channeled productively. The yin and yang. A little tension and conflict is good when it is the starting point for collaboration. The tension between marketing and sales arises when different objectives seem to pull the […]
How to use brand purpose to drive the power of your brand
The best brand purpose is the one you never have to tell the consumer. It should be focused internally to steer the culture of those who work behind the scenes of the brand. Front line workers should project the purpose. Your brand purpose should ooze out into the experience it creates for consumers. When your brand purpose […]
The seven essential questions every winning brand must answer
Brands aren’t just about logos, taglines, or ads. At the heart of the most successful brands is a keen understanding of their ideal target consumer, a compelling brand vision that steers everyone, and an organizing brand idea that brings it all to life. As a former VP of Marketing for Fortune 500 companies, I have […]
A smart brand strategy is the foundation of a marketing plan
When it comes to creating your marketing plan, the foundation of the plan is the vision, key issues, and smart brand strategy statements. While the vision sets the direction of where you want to go, a well-crafted brand strategy steers all marketing efforts. In this post, we will come up with the key elements of […]
Marketers Guide to OmniChannel Media: Paid, earned, shared, and owned media
In today’s fragmented digital landscape, a robust brand strategy is not just about being visible, it’s about being omnipresent. For brand leaders and top-tier marketing professionals, the strategy has shifted from a Multi-Channel media approach to an OmniChannel Media strategy. This intricate ballet of Paid, Earned, Shared, and Owned (The PESO Model™) media is where […]
