On occasion, I run into people who are confused about the different types of research that can be conducted on behalf of brands. Frequently, people confuse brand tracking studies with brand equity research and sometimes they confuse brand valuation methodologies with brand equity research. Here is a brief description of each type of research:Brand tracking […]

Not all marketing research is equal. Marketing research varies greatly in quality and efficacy. Here are the components of marketing research that can add to or detract from its efficacy:The purpose of and objectives for the research.The action standards for the research, that is, the actions the research results will influence.The research methodology or methodologies […]

Fabric grocery bags encouraged helping all generations avoid hunger. For the 5th business anniversary of the financial services firm Generations Planning Group, the two managing partners wished to show appreciation to their clients in an elegant, memorable way. So the Certified Financial Planners turned to Bartel Communications, the business anniversary experts. Here’s what we did: Understood the […]

Location, location, location. A great location is the key to many successful businesses, second only to providing a great product or service. Talk to your customers, and they’ll often tell you that the reason they decided to do business with you was based on your location. So it’s important to make it easy for them […]

Location, location, location. A great location is the key to many successful businesses, second only to providing a great product or service. Talk to your customers, and they’ll often tell you that the reason they decided to do business with you was based on your location. So it’s important to make it easy for them […]

Brands always try to stand out as being different. And increasingly brands serve as self-expression vehicles for their customers. Here is a brand that does both to the extreme. Introducing the Loudmouth clothing brand. These images will tell you all you need to know about this brand and its bigger than life personality. For hundreds of […]

I am always amazed by the confusion that even some marketers have between products and brands. While  both typically interact with each other in multiple ways, they are not the same. And while they may share some of the same attributes, again they are not the same. Products are tangible things that can be sold. […]

Everyone has an ego. Everyone wants to feel good about him or herself. A lot of us do everything we can to reinforce our image of ourselves. Many of us spend much of our lives trying to reinforce what we think will make us look good to others. Brands can win by helping to people express […]

Location, location, location. A great location is the key to many successful businesses, second only to providing a great product or service. Talk to your customers, and they’ll often tell you that the reason they decided to do business with you was based on your location. So it’s important to make it easy for them […]

How can you tell when a brand is vital and on the rise? Conversely, how can you tell when a brand and its equity is fading? Buzz. That’s right, buzz.Remember when Amazon.com was first launched? Remember all of the buzz around Jeff Bezos and Amazon.com? And Jeff Bezos still receives a huge amount of buzz. […]

In 1996, Harvard Business Review published an article entitled “Breaking Compromises, Breakaway Growth.” In it they cited many brands that built successful businesses by identifying compromises that resulted in customer frustration and latent customer needs. By studying and then addressing those compromises, those brands were able to achieve industry distinction and noteworthy growth and profitability. I […]

In B2B demand generation, much has changed over the last 20 years. Where we once focused on controlling the sales process, we now focus on understanding the buyer’s journey, since it is the buyer who’s driving the bus. Where we once focused on controlling the sales process, we now focus on understanding the buyer’s journey, […]

As automotive services marketers, we all claim to understand what omnichannel marketing is. So what’s my issue? You’re not delivering on your most important channel: the in-store experience. You spend a lot of time and money on mail, email, text, and online communications trying to convince customers that you know about their vehicle and the […]

When you go swimming you have a few options before getting into the pool, 1) jump right in a hope the temperature is okay, 2) dip your foot in before jumping determining to jump or ease in, or 3) slowly move forward. Well, if you have a startup the options aren’t much different. But the […]

Today, I want to step back and think about marketing at a fundamental level. What are the key elements of a successful marketing campaign?Knowing who you are targetingUnderstanding their beliefs, values, attitudes, fears, anxieties, hopes, needs and desires – deep customer insight through marketing researchBeing very clear about the marketing objective(s) – What are you […]

How many new checking accounts did you lose today? If you’re not talking about your switching process – and most banks aren’t – you’re overlooking a powerful tool that can boost acquisition. Perception is everything …  and most customers perceive the switching process as hard. And who can blame them? The majority of banks don’t […]

Does sitting down to determine next year’s marketing budget induce deja vu? Has your marketing budget planning process turned out to be more of a checklist? Do you run down the same old list of media placement, deal with the same old demands to jump on the big marketing trends and develop the same old… […]

Does sitting down to determine next year’s marketing budget induce deja vu? Has your marketing budget planning process turned out to be more of a checklist? Do you run down the same old list of media placement, deal with the same old demands to jump on the big marketing trends and develop the same old… […]

The Importance of Customer Experience and How Organizations Can Benchmark Themselves Executive Summary This paper explores why customer experience is vital to companies in today’s economy. It will take a deep dive into the key areas that define a great customer experience and provide a measurement framework to help organizations keep track of how they measure up against competitors […]

In the retail industry, paid search is one of the best ways to acquire new customers and keep current customers coming back. There is an abundance of search data to help marketers measure and optimize their campaigns. But how do you know which metrics to focus on? (Hint: it’s not clicks.) How do you ensure […]

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