Articles

WRITTEN IN THE RECORD

The cannibalization of the bottled water brands

Market Study: Bottled water brands The cannibalization of the bottled water brands Got milk, anyone? Apparently not. Sales of milk dropped 13% over the last eight years, signaling a trend that affects many industries and brands. For example, it’s led to the rise of...

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Dental brands: Why they are their own worst enemies

Dental brands Dental brands: Why they are their own worst enemies Like most industries, dentistry faces consolidation as the number of Dental Service Organizations (DSOs) grows. There are numerous reasons for this, but their growth signifies change happening in the...

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The meatless food category: What’s next?

The meatless food category: What's next? The meatless food category: How it's succeeding, and where it goes from here Sometimes, there really is something in a name. For example, what do you call the meatless food category? Is meatless food enough? You've probably...

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Apple Services, Apple TV+ and the state of the Apple brand

The Apple Brand: Transforming Apple Services, Apple TV+ and the state of the Apple brand When it comes to Apple, the world’s most cash-rich company is always underrated. Seriously. Which is why we shouldn’t scoff at the Apple Services division nor Apple TV+. But more...

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Don’t cheap out on logo development

Logo Development: Be strategic Don’t cheap out on logo development Yes, we’re calling out a so-called logo development competitor. Because, for some reason, our Twitter feed cropped up an ad for company called Fiverr. (Yes, that’s how it’s spelled.)Fiverr essentially...

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Why does marketing success come so slowly?

The difficulty of achieving marketing success Why does marketing success come so slowly? Despite your best efforts, your marketing success moves in slow motion. Advertising seems less effective— even on the face of better targeting. Sure, a product innovation can...

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Why hospital marketing must be rethought

Hospital marketing: A new approach Why hospital marketing must be rethought A long time ago, hospitals were bastions of solidity. They belonged, at least in public mindset, to the citizens of the communities they served. Few thought of themselves as competitive...

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How insurance marketing can steal market share

Insurance marketing How insurance marketing can steal market share Insurance marketing presents a case study in aged thinking with the primary motivator remaining the unique selling proposition. Or the primary goal is simply awareness. Everywhere you look you see...

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Creative Execution

    HOW TO STEAL MARKET SHARE WITH CREATIVE EXECUTION   BEGIN WITH PROJECTABLE, DEEP-SEATED BEHAVIORAL RESEARCH  DEVELOP A BRAND STRATEGY BASED ON CUSTOMER BUYING TRIGGERS  REFLECT THE BRAND STRATEGY IN EVERY CUSTOMER TOUCHPOINT  FOLLOW STEALING SHARE’S...

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Branding musical instruments to grow market share

Branding musical instruments Branding musical instruments to grow market share Growth in any category requires two things: encouraging competitor’s customers to switch brands and developing preference among new entrants. Think about how complicated this is when you...

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What venture capitalists need to know

Brand evaluation for venture capitalists What venture capitalists need to know Venture capitalists are great at numbers. It’s their job. They look at all the data and make not only an assessment of the business health, but they also analyze and predict the investment...

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Bank preference. Why is marketing failing banking?

Bank marketing is not working. Bank preference. Why don't banks create it? The world of banking has changed dramatically in the last 10 years. And the biggest change is not consolidation and mergers. It is in bank importance. That’s right. Banks don’t seem as...

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Rebranding of Sabian

The Rebranding of Sabian Rebranding of Sabian. The relaunch of a great brand. Sabian rebranding. Now, a new brand for musicians. If you don’t know Sabian, then you are not a drummer. If you don’t know Andy Zildjian… well, you're simply not a lucky guy. I'm not a...

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Brand change: Insurance, Fast Food beware

Brand Change: Insurance, Fast Food beware Brand change looming for both insurance and fast food brands Marketers and brand strategists, let alone CEOs, rarely think about current events affecting brand change. But brands not aware of how hot topics like climate change...

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Hospital branding is the pits: A look at messaging

Hospital Branding Hospital branding is the pits: A look at messaging Do you believe hospitals care about patients? Do you believe doctors and nurses are excellent at their jobs? How about advancing the care of patients? Whether you believe those or not, welcome to the...

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Repositioning brands to steal share

Repositioning brands When repositioning brands makes sense Mergers and acquisitions demands repositioning brands to steal market share There are many reasons brand directors and marketing executives consider repositioning brands. Certainly, acquiring additional brands...

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Brand relaunching. Reposition for relevance

Brand Relaunching Considerations Brand relaunching. How to win. Brand relaunching is an important part in repositioning a brand. And everyone knows that it is necessary to reposition a brand when its meaning has lost some of its relevance and luster. Markets decide...

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