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Brad VanAuken

Brad VanAuken

Marketing’s Revolving Door

by Brad VanAuken

You may have experienced marketing’s revolving door as a marketer, as an HR professional or as a business manager. The median tenure of a chief marketing officer is 27.5 months but some organizations are replacing marketing people at all levels as frequently as annually. Obviously, this is not ideal.One could surmise that one or more […]

Need-Based Marketing

by Brad VanAuken

When you stop to think about it, isn’t all marketing need-based marketing, especially if you include desires under the umbrella of needs? After all, desires are psychological needs, whether what a person desires is ultimately good for him or her or not. So what do people need?More timeMore moneyMore respectMore self-respectMore attentionMore social statusMore intellectual […]

Cost-Effective Marketing

by Brad VanAuken

Marketing departments are seldom given enough money to accomplish what they feel they should accomplish on behalf of their brands. And marketing budgets are some of the first to be cut when organizational belt-tightening is required. So what is a marketing professional to do?Here are some of the approaches I recommend to market brands on […]

The Most Popular Posts by Year

by Brad VanAuken

These are the 77 most popular Branding Strategy Source blog posts by year:2014Basic Human Needs and BrandingBranding and MemoryThe Poison Parasite Defense2015Brand Manager Competencies and ResponsibilitiesComprehensive Brand Management TrainingVolvo Brand StrategyBranding and Product DesignBrand Equity Measurement 101Brand NamingMost Important Brand Management TasksBrands and Memory StructuresThe Brand Management Process: An OverviewDid You Know?Purpose Driven BrandsAutomobile Purchases […]

Luxury Brands Quiz

by Brad VanAuken

Just for fun, I have created a luxury brands quiz to test your knowledge of luxury brands.1. Which of these is not a superyacht builder?L├╝rssenVardOpusCantiere della Marche2. Which of these is not a tailored clothing brand?Gieves & HawkesHuntsmanRichard JamesPhineas Auden3. Which of these is not a jet brand?Dassault Falcon 7xBriggs & Stratton M550Embraer EMB190 BJ […]

Retain Customers by Building Community

by Brad VanAuken

 While some may think that an annual customer retention rate of 80% is good, that means you loose one out of every five customers each year. Theoretically, this translates to 100% turnover every five years. And, as most business owners know, it is much more cost effective to retain a current customer than to acquire […]

Core Human Needs and Marketing

by Brad VanAuken

Psychologists have long hypothesized, studied and tested what they believe to be the core human needs. While most psychologists highlight six basic needs, many also include a seventh need. Here are the seven needs:Certainty/Safety/Comfort/Control/SecurityLove/Affection/Physical and Emotional ConnectionSignificance/Respect/Uniqueness/Feeling SpecialCompetence/MasteryContribution/Making a DifferenceVariety/Experience/Stimulation/Novelty/Satisfying CuriosityIndependence/Freedom/AutonomyMost people experience deficiencies in meeting one or more of these needs on a regular […]

The Eight Skills of a Marketing Rock Star

by Brad VanAuken

To be a “can do it all” marketer, one who is extremely valuable to an organization as an individual contributor but who can also rise through the ranks quickly to become a marketing “rock star,” the person should possess these eight skills:Graphic design skills with Adobe Illustrator, Photoshop and InDesign fluencies and a strong sense of […]

Marketing Training & Marketer Competency

by Brad VanAuken

I had the good fortune to learn about most aspects of marketing through a fifteen year stint at Hallmark Cards. While there, I learned product development, new product development, advertising, promotion, marketing research, brand management, brand licensing, trade marketing, merchandising, category management, pricing strategy, distribution strategy, corporate communications, crisis management and global marketing. This hands-on […]

Business Strategy Workshops

by Brad VanAuken

Over the years, my brand positioning workshops have evolved to something much broader. First, I added brand mission, vision and values workshops to the mix based on client requests. After that, I added pricing strategy workshops to the mix, again based on client requests. Eventually, these workshops evolved into full-blown business strategy workshops tailored for […]

Thinking Like A Customer

by Brad VanAuken

In assessing marketing talent, there is one thing that sets hyper-successful marketers apart from everyone else – they can put themselves in their consumers’ shoes and they do so all of the time. Designing a website? Who will use it? What are their needs? What will they be looking for? What will they notice first? What […]

Why Brands Can Seem More Scattered and Conflicted Than Humans

by Brad VanAuken

Humans can at times seem quite scattered or conflicted. Some can exhibit substantial mood swings. While others might seem to have multiple personalities. However, most of us are quite predictable day-to-day and over our lifetimes. While brands should strive for a similar level of consistency and predictability so as to seem trustworthy, often brands will have […]

Marketing Automation and the Human Factor

by Brad VanAuken

Today, much of a marketer’s work is related to digital marketing and marketing automation. Considerations include choosing the right CRM, setting up automated sales funnels and drip email campaigns, linking online databases, making sure autoresponders are working properly, creating Google ad campaigns, feeding Facebook pages with the appropriate content, making sure the website is mobile […]

After 35 Years in the Business, My Thoughts About Marketing

by Brad VanAuken

Following are my stream of consciousness thoughts about marketing.People have beliefs, attitudes, values, hopes, anxieties and fears. Marketers must understand these to be successful.In marketing, less is almost always more. This is true of copy and visuals. The actual customer experience is the most important driver of brand perceptions.Building awareness is the most important marketing activity. […]

The Limits of Marketing (and Customer Service) Automation

by Brad VanAuken

In the past few years, I have used marketing automation extensively for my own business and I have interacted with marketing automation from many other businesses. While there is the argument that marketing automation enables one to market 24/7, even when one is sleeping, there are also some cautions that should occur regarding this technology.First, […]

Brand Switching

by Brad VanAuken

“62% of consumers who switched brand in the past 12 months did so because brands successfully attracted them, rather than bad customer experience pushing them away.61% of consumers switched brand at least once in the last year, with automotive (70%) and supermarkets (68%) showing the highest percentage of customers willing to switch brands due to […]

Historical Brands in America

by Brad VanAuken

John Jacob Bausch & Henry LombI recently purchased The Branding of America book by Robert Hambleton at an art gallery used book sale. One of the things that I immediately found fascinating (though not surprising in retrospect) is that most of the earlier brands in America were named after the people who founded the brands versus […]

Cognitive Distortions & Marketing

by Brad VanAuken

I think everyone should learn about the most common cognitive distortions (or thinking errors) as we are all subject to them. Importantly, I have increasingly witnessed political campaigns playing to many of these errors to achieve their intended ends. I believe this is highly unethical. But understanding what these errors are will help you understand […]

Listen First, Talk Later

by Brad VanAuken

You may have heard the statement, “That is why God gave you two ears and only one mouth, to listen twice as much as you speak.” Listening more than you speak is good advice for any human being, but especially so for salespeople and marketers.A marketer that has not asked open-ended response questions of customers […]

Bulletproof Process to Reposition Your Brand

by Brad VanAuken

Over the past twenty-one years, BrandForward has successfully repositioned more than 200 brands in almost every product and service category. We have worked with start-ups, Fortune 100 companies, B2B companies, B2C companies, not-for-profit organizations, colleges and universities, financial institutions, health care systems, trade associations, municipalities and more.Throughout that time, we have refined a proven process […]