Your Brand’s “Secret Sauce”
Great brands are successful not only by defining a unique offering to their customers, but also by creating a unique position in the marketplace.
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Money Can Buy Love!
A Closer Look At Brand Engagement There are plenty of reasons why someone may not purchase a product or service. The biggest reason may be that they do not have an emotional feeling about the brand. These brands do not engage with their potential customers at an emotional level. “People buy based on an emotional…
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The Voice
When it comes to branding, few things are more important than the voice. Every successful brand has a voice, a muse, that connects with the target audience and brings comfort to the customer that he or she is doing business with a company that can be trusted. Nike has a voice, one that has long…
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Increase Sales With A Stronger Brand Promise
When we conduct brand strategy workshops, we are often given the challenge to define the “Brand Promise” for the company. Arriving at the final brand promise statement takes a little time and patience, but it will provide a better return on your marketing and sales investment. There are many reasons you may want to revisit…
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LOST IN TRANSLATION
In the late 1980s, I got my first job at W.B. Doner & Co. in Detroit, which would soon become the world’s biggest-and-best privately held advertising agency. One of the reasons Doner was on its way to such lofty status was that the agency had just won the worldwide advertising account for British Petroleum. The…
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Micro-Moments and Your Brand
The goal of every brand is to create a strong bond with a multitude of “Micro-Moments.” These micro-moments are crucial to the success of the brand. As companies develop their marketing and branding strategy, particular attention should be given to how the brand message will be delivered through different channels. And, more importantly, the integration…
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Three Key Ways Influencers Boost Brand Awareness
You probably have seen articles that talk about how influencers can charm the pants off of your customers, creating warm fuzzies that will result in a happily ever after relationship with your target audience. I am trying not to recreate that article. I want to talk about the specific reasons around how and why this…
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9 Rebranding Situations To Consider
Before we jump into the reasons to rebrand, in order to add context for this article, let’s first discuss what it means to rebrand. A rebrand or brand refresh is not a minor task. A rebrand will require an enormous amount of time and resources. So, a rebranding initiative should be considered carefully. A typical…
DetailsHow will a lifestyle brand get us to sleep more and better?
Mattress brand gets customers to ask philosophical questions about sleep at PSFK conference. Source: How will a lifestyle brand get us to sleep more and better?
DetailsShould Twitter be part of your brand strategy?
When considering Twitter for your brand’s digital strategy, keep in mind what it excels at: direct communication, immediacy and influencers. Source: Should Twitter be part of your brand strategy?
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