It’s always been said that necessity is the mother of invention. This is clearly seen in the last decade with apps and technology addressing the needs of consumers and businesses. Who knew there was an easier way to keep a shopping list that anyone can see from within the grocery store? Did we ever think […]
Category: Marketing
Evolution of the Agency and the Brand
We’ve all seen Mad Men or can imagine a variation of the show. It depicts agencies, wining and dining their clients, having the three martini lunches, and eventually revealing sexy, controversial advertising campaign concepts. Is that reality? It somewhat was and somewhat still is. But there’s much more. The 60s and 70s… Looking at the […]
Differentiators – Top 8 Ideas Clients Would Shoot Down
One differentiator, please. Something big, but not too big. Something bold, but not too bold. Something that makes our company standout. Nothing that’s too difficult or that requires whole-company buy-in. Differentiators are to be celebrated. Take a test of how much of a differentiator you are willing to be. How many CEOs and marketing professionals […]
Age Dictates Mindset
All brands define their demographic by the basics – age, gender, geography, income, and many other clearly defined criteria. This is a basic marketing step. The digital world has been layering on many more detailed targeting opportunities such as alignment with other brands, interest areas, digital relationships, online actions, and a plethora of unique profile […]
Great Advertisements Pay Dividends
Smart companies investment in the creation of ads which will have longevity. These ads pay dividends well into the future, and solidify brand personas. Too often, the digital realm is mistaken for a instantaneous platform. Click, consider, buy or leave. Just as broadcast was utilized to drive brand awareness and (hopefully) retail sales, digital can […]
Brand Equity in a Digital World
Companies focus on short-term returns. They must. They answer to shareholders on a daily basis. Investors are looking for returns to be instantaneous. But this may stop brands from investing and growing for maximum generational potential. In a quest for short-term gains, brands may even be encouraged to make decisions affecting long term brand equity. […]
Millions of Followers Desperate for a Leader
Ever wonder why some people have huge followings? Whether you’re talking about a person, brand, sports team, radio show host, or just an online personality on Twitter or Instagram or any of the many social channels, the reason is always the same. It’s not that there are thousands of followers. It is that there is […]
Beyond the 20% Smart Mark
It’s a common belief that most people using a particular application really only use 20% of the system’s capabilities. Glance around any application you use – Word, Evernote, Excel… can you really claim to know more than 20% of what the system has to offer? People who go beyond, well beyond, this mark are referred […]
Can Digital Advertising Replace Traditional Advertising?
99% of the time. That’s my answer. Here’s why… If we think about traditional advertising the channels include broadcast with television and radio, newsprint and magazines, billboards and out-of-home advertising, and finally direct mail. These are great mediums to reach a fairly large audience, albeit shrinking, which is extremely diverse in demographics, psychographics, and lifestyle. […]
Trust Your Business Swing
When I speak to entrepreneur groups and get asked what helped my businesses be successful (and what I wish I had done better), my answer is one in the same – “Do everything right.” That may seem obvious, but the emphasis is not on the word “right”, it is on the word “everything.” If you […]