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Think like a start-up when developing your company mission
Early and often over the history of this column our counsel has been about the importance of strategy in marketing our products and services and in the company mission. We say it often because it is so critical. It cannot be overstated.
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Building a Brand: Differentiate, strategize, target and shout from rooftops
Have you found your brand’s positioning idea? Southwest Airlines is low cost. FedEx is overnight delivery. Volvo is safety. When building a brand, you must differentiate.
View Web PageArtificial intelligence and marketing, the next big thing
Few would argue the impact of the wheel, the printing press, steam and gasoline engines, the telephone, electricity and the light bulb, nuclear power, the airplane, penicillin, the computer and the internet. Major inventions have shaped human development and powered society, culture and civilization.
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The Death of Cookie Tracking Makes Way for Innovation
Advertisers have long been known for how well they accept change, pivot to new possibilities and adopt the newest technologies. There is not only an understanding of what’s out there now but also what’s on the horizon. The death of third-party cookie tracking is no exception.
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How to Market During a Crisis
The Chinese word for “crisis” is frequently cited for its use of two Chinese characters signifying “danger” and “opportunity. ” In other words, “never let a crisis go to waste. ” Capitalizing on our current opportunity is good marketing strategy, but it’s dangerous when you copy everyone else.
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The Magnificent Seven: Best marketing books ever
If you want to get better and better at running your business, you would do well to read a few of the best marketing books of all time. Hewlett-Packard co-founder David Packard famously said, “Marketing is far too important to leave to the marketing department.
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Hard Work & a Little Luck Lead to Laura of Pembroke’s Good Fortunes
Popular boutique thrives thanks to family’s dedication; Business’ stylish impact felt from California to Florida. If John B. Sirpilla — an original partner in Laura of Pembroke — were alive today, he’d give family members hugs and high fives for how far the business has come. John B.
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Repositioned for Stardom
This year, give the gift of branding. "Look, Santa baby! You're never gonna make it without a new image," was how his weary Tinseltown agent put it. Yes, Virginia, even that jolly old elf benefited from a branding makeover based on the time-tested principles of positioning.
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What do you get the person who has everything?
I cannot open my Twitter without being reminded by Trunk Club advertising that I'm a terrible dresser. They're all over me right now and, by all reasonable fashion conventions, they're probably right.
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Brand categories great for selling, lousy for unifying our world
The numbers are mind boggling. Our amazing brains are wired with 100 billion cells, which researchers have found on average send signals 10 times per second. Each brain cell connects to 5,000 other brain cells, which means every time a cell fires, 5,000 other cells receive a signal.
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