The very first step to ‘smart brand strategy’ is to make your brand program work harder so your customers and prospective customers don’t have to. The litmus test is what you choose to emphasize at the beginning of your brand … Continue reading
It’s true that one of the easiest things to do in brand strategy is to add a promise, and then to keep on adding more and more and more… It’s also true that one of the hardest things to do … Continue reading
Repeating important messages used to produce the results a brand marketer was looking for. Today, it’s not nearly as important how many times you repeat a message compared to how well you establish a trusting bond between your brand and … Continue reading
Have you noticed the rules of the marketing game have changed recently? It used to be the broader the appeal of your product meant the greater number of customers you could attract. It also used to be true that the … Continue reading
No, that’s not a typo. It’s my word for the process of content that takes concentration to produce – CONTENTtrating. It’s at this crossroad that many are confused because they are having trouble deciding which is more important, quality-filled versus … Continue reading
A great deal has been written about how to get yourself out of the hectic pace that a business can impose on you. Actually, there are literally millions of pages of advice on the subject, “How to run your business.” … Continue reading
