Brad VanAuken

Marketers Benefit From Diverse Exposure

by Brad VanAuken

It is important for marketers to understand human motivations and the environments in which they operate. This helps fine tune their intuition. I had previously written a blog post on non-marketing books of potential interest to marketers. Beyond books on various topics, here are the activities and exposures that can help marketers increase their intuition about […]

Hollow Brands

by Brad VanAuken

We had an interesting conversation on brands at this morning’s coffee klatch. An unusual topic for us, we talked about men’s clothing brands. It is clear from that conversation that consumers have gotten quite savvy about brands. One person who had previously been very brand conscious shared that a well-known upscale clothing brand had disappointed […]

Hollow Brands

by Brad VanAuken

We had an interesting conversation on brands at this morning’s coffee klatch. An unusual topic for us, we talked about men’s clothing brands. It is clear from that conversation that consumers have gotten quite savvy about brands. One person who had previously been very brand conscious shared that a well-known upscale clothing brand had disappointed […]

The Twelve Key Elements of Marketing

by Brad VanAuken

You have read about the 4 Ps of marketing and perhaps you have also read about the 5 Ps of marketing and even the 7 Ps of marketing. Though I am a fan of alliteration, I will instead share a non-alliterative list of the key elements of marketing. Here they are:Who is the CUSTOMER for […]

The Twelve Key Elements of Marketing

by Brad VanAuken

You have read about the 4 Ps of marketing and perhaps you have also read about the 5 Ps of marketing and even the 7 Ps of marketing. Though I am a fan of alliteration, I will instead share a non-alliterative list of the key elements of marketing. Here they are:Who is the CUSTOMER for […]

How to Use a Marketing Consultant

by Brad VanAuken

It has been my experience as a marketing consultant that clients vary significantly in their ability to use marketing consultants effectively. The the success of a marketing consulting project is largely dependent on the ability of those inside the organization to use the marketing consultants wisely.Here are the things organizations should do to maximize the […]

How to Use a Marketing Consultant

by Brad VanAuken

It has been my experience as a marketing consultant that clients vary significantly in their ability to use marketing consultants effectively. The the success of a marketing consulting project is largely dependent on the ability of those inside the organization to use the marketing consultants wisely.Here are the things organizations should do to maximize the […]

Budweiser 2017 Super Bowl Ad

by Brad VanAuken

As I write this blog post, already more than 8 million people have viewed Budweiser’s 2017 Super Bowl commercial “Born the Hard Way” on just one of many YouTube uploads of the ad. It is a rule of thumb in PR that if you can tie your story (or, in this case, ad) to a […]

Budweiser 2017 Super Bowl Ad

by Brad VanAuken

As I write this blog post, already more than 8 million people have viewed Budweiser’s 2017 Super Bowl commercial “Born the Hard Way” on just one of many YouTube uploads of the ad. It is a rule of thumb in PR that if you can tie your story (or, in this case, ad) to a […]

Is This a Branding Problem?

by Brad VanAuken

I have been a brand strategy consultant for 18 years and have worked with over 200 brands. And I have been approached by many other brand owners who were seeking help. Here is a dirty little secret – not all of the problems I have been asked to solve as a brand consultant have been […]

Is This a Branding Problem?

by Brad VanAuken

I have been a brand strategy consultant for 18 years and have worked with over 200 brands. And I have been approached by many other brand owners who were seeking help. Here is a dirty little secret – not all of the problems I have been asked to solve as a brand consultant have been […]

A Brand is Owned in the Mind of the Customer

by Brad VanAuken

As a brand manager, you probably have heard this statement (or some variation of it) at least a few times: “A brand is owned in the mind of a customer.” Al Reis made the point in most all of his books that the brand needs to own “one thing” in the minds of its customers. […]

A Brand is Owned in the Mind of the Customer

by Brad VanAuken

As a brand manager, you probably have heard this statement (or some variation of it) at least a few times: “A brand is owned in the mind of a customer.” Al Reis made the point in most all of his books that the brand needs to own “one thing” in the minds of its customers. […]

Brand Positioning

by Brad VanAuken

Despite the importance of this topic and the fact that this is our number one requested service (I have helped more than 200 brands with this), I have not written a blog post on this in a while. So, here are some of my thoughts on brand positioning.First, this is the most important and fundamental […]

Brand Positioning

by Brad VanAuken

Despite the importance of this topic and the fact that this is our number one requested service (I have helped more than 200 brands with this), I have not written a blog post on this in a while. So, here are some of my thoughts on brand positioning.First, this is the most important and fundamental […]

Naming Brands

by Brad VanAuken

Developing a strong brand name is more difficult than it would seem. Here is what I look for in a strong brand name:It is associative descriptive, that is, it alludes to the promised customer benefit. Or it is completely coined. That is, it has no other meanings. It is short – one or two syllables per word […]

Naming Brands

by Brad VanAuken

Developing a strong brand name is more difficult than it would seem. Here is what I look for in a strong brand name:It is associative descriptive, that is, it alludes to the promised customer benefit. Or it is completely coined. That is, it has no other meanings. It is short – one or two syllables per word […]

Naming Brands

by Brad VanAuken

Developing a strong brand name is more difficult than it would seem. Here is what I look for in a strong brand name:It is associative descriptive, that is, it alludes to the promised customer benefit. Or it is completely coined. That is, it has no other meanings. It is short – one or two syllables per word […]

Big Questions for Brand Management & Marketing

by Brad VanAuken

I follow a large number of topics outside of brand management and marketing. Today, I want to bring some of my disparate reading to bear on brand management and marketing in the form of some futuristic questions. Hopefully, they will spur your thinking. How will big data analytics affect brand management?As AI, robotics, the Internet, smart […]

Big Questions for Brand Management & Marketing

by Brad VanAuken

I follow a large number of topics outside of brand management and marketing. Today, I want to bring some of my disparate reading to bear on brand management and marketing in the form of some futuristic questions. Hopefully, they will spur your thinking. How will big data analytics affect brand management?As AI, robotics, the Internet, smart […]