Those of us who are old enough remember Kellogg’s Frosted Flake’s Tony the Tiger. Leo Burnett also created Charlie the Tuna for StarKist and Morris the Cat for 9Lives. And Taco Bell used a chihuahua dog in its advertising.But lately, more and more advertisers are using animals in their ads. One might ask “Why?” It […]

One length does not fit all; it all depends on where your video resides and what it’s meant to do. Here are some guidelines you can follow to make sure it ultimately achieves your goals.  

When running an online video ad campaign, we are often asked, “What is the ideal video duration for my ad?” There is no one-size-fits-all video length, but here are some key guidelines to keep in mind when using video in your advertising: What is the video being used for? It is important to connect video […]

Thought leadership is the goal of many executives and the pinnacle of success in executive branding. But it doesn’t come about by chance, which is why you need to develop a thought leadership strategy. Many are familiar with the basics of how to establish thought leadership — create content, schedule speaking engagements, spot trends, etc. etc. […]

Thought leadership is the goal of many executives and the pinnacle of success in executive branding. But it doesn’t come about by chance, which is why you need to develop a thought leadership strategy. Many are familiar with the basics of how to establish thought leadership — create content, schedule speaking engagements, spot trends, etc. etc. […]

Some activities have their own lexicon, as do some brands. When I was growing up, I fished for muskies, walleye, perch and bass with my family. We took an annual two week vacation at Black Lake and spent much of our time fishing. Later in life, I took up fly fishing. In regular fishing, people […]

We understand that developing content and staying on top of a successful content marketing strategy can be tedious. Blogging and creating new content oftentimes gets pushed towards the bottom of a marketers’ to-do list. But, starting a blog for your business may be worthy of your consideration. Whether your business is large or small, if […]

Marketing and sales are important partners in increasing an organization’s revenues. However, some might perceive them to be an odd couple, but more about that later.First, marketing and sales are different. Marketing has many sub-disciplines but overall it is the organization’s investment in identifying and building demand for its products and services. Sales, on the […]

The latest buzz word in marketing is “influencer.” It may seem that anyone with two thumbs, a semi-artistic eye for photography and a smartphone can be in influencer, but it’s actually a multi-million-dollar industry – one marketers need to pay attention to. Gone are the days of the Paris Hilton “it girl” types. Now, anyone… […]

The latest buzz word in marketing is “influencer.” It may seem that anyone with two thumbs, a semi-artistic eye for photography and a smartphone can be in influencer, but it’s actually a multi-million-dollar industry – one marketers need to pay attention to. Gone are the days of the Paris Hilton “it girl” types. Now, anyone… […]

These are the nine most popular Branding Strategy Source blog posts from 2017:The Elements of Business and Marketing StrategyThe Twelve Key Elements of MarketingBrand SWOT AnalysisThe Quick Brand Health Assessment Online Brand Management and Marketing Resources Brands and Tribalism United Airlines Just Can’t Get it Right Brand Tonality Naming Brands For more information on brand management and marketing, purchase Brand Aid […]

When I am advising start-ups and rapidly growing brands, often distribution strategy is critical to the success of the brand. Choosing the right distribution channels in the right order can make a big difference in three ways: (a) brand awareness building, (2) brand accessibility and (3) brand positioning and quality perceptions. Usually, start-up brands have little […]

#TBT: Today we are taking a look back at some of the fantastic displays we produced in 2017.  

When it comes to creating video content for your business, we know you’re probably already asking yourself “is it really worth it?” Well, in short, the answer is yes. If you want to keep up with your competitors and build your brand voice, video content is an effective digital marketing method that can achieve this. But […]

One of destination marketing’s most valuable assets often goes underutilized by brands that fail to stay up to date on the latest trends. The best part of this one, it’s easy on the budget. For decades, destinations have invested plenty to lure in journalists and other influencers with promises of accommodations and five-star experiences, all… […]

One of destination marketing’s most valuable assets often goes underutilized by brands that fail to stay up to date on the latest trends. The best part of this one, it’s easy on the budget. For decades, destinations have invested plenty to lure in journalists and other influencers with promises of accommodations and five-star experiences, all… […]

In the past 30 years, I have witnessed significant changes in brand management and marketing. In this post, I will summarize what has stayed the same, what has changed significantly and what some of the most important considerations in brand management and marketing are today.What has remained important over time:Having carefully identified the brand’s target […]

Last week we attended a fundraiser for a client for whom we had recently launched a new website. It was refreshing to have the time to stand by the bar and engage in a rambling conversation that flowed from one off-beat subject to another. Suddenly, our client mentioned he was going through our online portfolio […]

When starting a marketing campaign, we tend to look to the end goal or objectives as a way to measure success. However, if you only examine the ultimate objective–or macro conversion–you may miss important micro conversion moments that occur throughout the process. To achieve success, it’s not micro vs. macro conversion. Both are important, and […]

It’s no secret that marketing efforts have shifted towards more digital-focused strategies. But email marketing, a strong presence on social media and revamped websites aren’t the only ingredients that go into perfecting a strong, digital marketing strategy. Digital marketing can mean a lot of things, and businesses are always trying to keep up with all […]