Using in-the-box creativity keeps your advertising on strategy
The best creative marketing ideas come through in-the-box creativity using problem solving where the box is your brand strategy. Alternatively, save your blue sky out-of-the-box thinking for random inventions or the launch of a new brand. This in-the-box creativity can be used for any marketing communications including advertising, point of purchase, or B2B marketing. As […]
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 […]
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 […]
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 […]
How to conduct a brand audit
It’s imperative to understand that every business should conduct a brand audit annually. This process uncovers key issues and sets up a strategic plan for the brand’s future. Moreover, if you’re not integrating this essential step, you’re arguably neglecting the optimal management of your brand. Furthermore, adopting a monthly report system can keep your brand […]
How to sell to independent customers who don’t want your help
We are seeing a new emerging independent customer type who loves to explore, learn, and browse on their own terms, with very little help from salespeople. These independent customers love to do the deep-dive research and legwork to get them to a point where they appear to know precisely what they want. They are always […]
Ozempic Case Study – The easiest victory over diabetes and weight
Ozempic is the brand name whispered quietly at the lunch table at work or at the family Bar-B-Q–followed by, “You look great.” Ozempic is loudly joked about on the late-night talk shows or award shows. All that talk value has helped Ozempic rapidly ascend in the healthcare market, particularly in treating type 2 diabetes and, […]
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 to shift your marketing to reach Millennials & Gen Zs
Bob Dylan said, “The times are changing.” Today, businesses must update their strategies to remain competitive. It’s a mistake to think age doesn’t matter when targeting customers. Overlooking the importance of younger consumers, like Millennials and Gen Z, can be costly. Relying solely on your older loyal customers is risky in today’s fast-changing market. The […]
Brand Culture – You can’t run a brand without the people behind the brand
In today’s competitive market, the emphasis on “customer experience” and “customer journey” is not merely a trend but an essential business practice. Ensuring an impeccable customer experience is a collective effort, from the top-to-top management down to customer service teams. It’s all about keeping everyone aligned to the brand idea, values, and ideal leader behaviors, […]
