Brand building isn’t just having a great name. Great brands are more than just great names. They mean something. Think of Nike; it isn’t just a globally-known athletic brand, but it means something to casual, or even non-athletes. Or think Apple. It isn’t just a leading high tech brand, but there’s more, especially to Apple […]
Promote your brand’s value to the consumer. “A brand is an honest promise” is a maxim that every marketer knows. If a brand fails to deliver on its promise – better service, better experience, etc. – that failure to meet the consumer’s expectations will result in the loss of a customer, and in this connected […]
What some of the best brands like Nike can teach us. Successful branding seeks to create a unique image in the customer’s mind and that stands out from competitors. More than that, though, a brand is an honest promise. When we buy something, we’re expecting it to fulfill our expectations. However, brands must first catch […]
Companies are competing not just against their competitors, they are competing against non-competitors their target audience’s attention, and money. The biggest challenge facing advertisers is getting in front of their audience. With so many ads on so many platforms – television, radio, print, online and mobile – how can your brand stand out? Today, your […]
When speaking of marketing, many of us tend to think of external marketing, trying to find ways to keep existing consumers and to gain new ones. These are important obstacles that must be overcome. However, we tend to miss out on the first group of people companies need to reach – their employees. Any employer […]
Marketing plan created. Check. Brand essence. Check. Brand personality. Check. Strategy. Check. Something, though, is missing. And the question hits you: “Ok, my external branding is fine, but what about my internal branding? Do my employees know what the brand stands for? Is it internalized?”
So, you’ve created your marketing plan. You’ve decided on your brand essence and personality. You’ve decided on your strategy to get the attention of your target audience and how to turn them into loyal consumers. But something is missing. You look around your company and you say, “Ok, my external branding is fine, but what […]
The following post was written by Stephen Fischel Finding a way to connect with Millennials is one of the hottest topics in marketing today. Many brands have used music to connect on an emotional level with this generation. Brands have found that music has the power to connect people.
As more allegations of corruption regarding FIFA’s awarding the 2022 World Cup to Qatar refuse to disappear, soccer’s international governing body remains adamant that nothing unethical has occurred, with the president, Sepp Blatter, even going so far as to accuse the British media and others of having “a racist and discriminatory agenda”, while continuing to […]
The potato, that simple vegetable that has become such a staple of our diet and which has many nutritional benefits, was a part in one of the greatest image makeover ever. After it was introduced to the European continent via Spain in the 16th century, it was looked upon with utter distaste.