Articles

WRITTEN IN THE RECORD

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

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 similar messaging and...

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Creative Execution

Contrary to what most advertising agencies, design firms and branding firms will tell you, stealing market share is not about clever copy or edgy design. It’s certainly not about talking about yourself and your products all the time. We all know those people who only talk about themselves and never ask what’s going on with you.

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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 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 important to customers as they once...

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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 drummer and, until last year,...

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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: What’s yours like?

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 world of hospital...

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Repositioning brands to steal share

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

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NFL Issues: What’s the future look like?

A look at the current state of the NFL NFL Issues: What’s the future look like? All sports leagues should have these problems. While the NFL issues range from protests to falling ratings to concerns over concussions, the league still remains the most popular sports...

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Branding Positioning: Inside sandwich chains

Branding Positioning Think of branding positioning this way. In real estate, the most valuable property is often the one with the greatest distance away from its neighbors. The properties close together, with the same design, are not worth as much. Same goes for...

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Brand repositioning

Your brand repositioning is different from rebranding   Brand repositioning and rebranding share many strategic considerations. And one can dramatically turn INTO the other. But brand repositioning leaves many existing marketing and sales tools in place. As a result,...

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Retail Market Study. Redefining the category.

"The retail market is in the throes of monumental change. Those who change will survive. Those holding onto outdated business models will die." Retail market study. An in-depth look at retail brands Retail Market Study Update The retail market continues its nosedive....

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Insurance Rebranding. They sure need it.

"Insurance companies— get away from the gecko and Flo, and move into something real." Insurance rebranding. An Insurance Market Study. Our experience with insurance rebranding began when ProAssurance, a medical liability insurance company, came to us for help. We...

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Breakfast cereal and the breakfast food market

An in-depth market study on the breakfast cereal category A brief history of breakfast cereal Breakfast cereal, especially those loaded with sugar, are losing market share to a whole host of competitors. Yogurt, breakfast bars and even fast food are eating...

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What went wrong with 7 Up? Everything.

New insights as to what went wrong with 7 Up and why.  The 7 Up brand has all but disappeared. The primary directive behind building any brand is that you must be single-minded. You can’t be everything to everybody. You must put a stake in the ground and, with...

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Corporate Identity and an ugly misguided logo

Ugly logos mean an ugly brand. Who needs that?Corporate identity must agree with your brandYour corporate identity is all about your company and services. It creates space between your company and the competitors. When properly executed, it positions you as different...

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