Tribal Branding

by Brad VanAuken

With declining trust in traditional institutions, people today are increasingly using brands and consumption to express their identity and signal their values. Tribes come together under what they imagine are a shared set of values or emotions. An astute marketer can often help the tribe to link those shared values or emotions to its brand […]

Read More…

Good News for Websites in 2014

by Claire Kaler

In the ever-changing world of the WWW, this is a great time to evaluate your website. Content Management Systems (CMS) are better then ever. A CMS can allow you to easily: Make updates and changes Write blogs Add videos and photos The use of WordPress CMS has made it possible to have many features incorporated […]

Read More…

They Say A Picture is Worth 1,000 Words

by Donna Vassallo

But It Tells a Better Story With A Caption Even a copywriter like me can understand the power of visual images in marketing. After all, a picture is worth a thousand words. But far too often, clients display stunning photographs of their work without captions. Why would you want to make readers guess at what […]

Read More…

All Links Are Not Good Links

by Darcy Knapp

If you have experienced a decrease in your rankings and traffic since the 2013 Google Hummingbird Algorithm shift – you may have spammy links to blame.

Read More…

4 Reasons to Use Client Testimonials

by Donna Vassallo

Want a fast, cheap and easy way to increase sales? Add customer testimonials to your website and marketing materials.

Read More…

Creating New Categories Versus Battling it Out for Market Share

by Brad VanAuken

I have written about creating “category-of-one” brands before. Most brands spend their time trying to increase their share of existing markets. They pursue many different tactics to do so, from innovating new product functions and features and offering price promotions (which erodes brand equity) to improving product quality and creating value-added services. Some even create […]

Read More…

Crafting the Brand Positioning Statement

by Brad VanAuken

A complete brand positioning statement would include the following:

Read More…

How to Better Understand the Emotional Impact of Your Brand on its Customers

by Brad VanAuken

Today’s successful brands almost always deliver customer benefits that are more than just functional. To gain insight into your brand’s values and its emotional, experiential and self-expressive benefits as perceived by its customers, have its customers complete these sentences:

Read More…

Google Authorship and SEO

by Kevin Rowe

You may have seen the ever-growing number of photos showing up in Google search results. Google is allowing you to claim ownership of a website, blog or guest blog post and they will display your Google+ profile photo within your link.

Read More…

Top 15 Actions to Build your Brand Online

by Brad VanAuken

One can use the Internet to: • Increase brand awareness • Reinforce the brand’s unique value proposition • Tell the brand’s story • Identify customers and build lists • Create a dialog with customers and potential customers Here are the top 15 actions to take to build your brand online:

Read More…

Creating an Emotional Connection

by Brad VanAuken

We have been hired by a number of companies to move them from a brand position based on unique product attributes and features to a brand that is highly emotionally connected to its customers based on aspirational qualities and shared values. Some of these companies have adept brand management functions with rigorous quantitative research and […]

Higher Education Branding

by Brad VanAuken

While higher education is a very crowded market, there are some colleges and universities that have differentiated themselves in highly compelling ways. Here are some of my favorite examples of this: Naropa University: Transform Yourself, Transform the World The Naropa Experience: Perform in an Indian classical music ensemble. Write a thesis on creativity and social […]

Read More…

Essential Business Etiquette for Doing Business in Brazil

by Diane Marcus

The world is now focused on Brazil who will host the World Cup in 2014 and the summer Olympics in 2016. Brazil is the fifth largest country in the world with over 193 million people. In addition to a large immigrant population from Portugal, there are large numbers of people from Germany, Italy and Japan. […]

Read More…

SEO Freelancer V. SEO Agency Outsourcing Partners

by Kevin Rowe

SEO has become a desirable services in the last decade, but also very difficult to find professionals that know how to successfully turn it into a revenue stream. Agencies and companies seem to be scratching their heads to integrate this services into their [digital] marketing program. It’s a very specialized field that many companies and

Read More…

{ 0 comments }

Promotional Products and Physical Advertising – Why?

by Ken Stahl

Several years ago I was calling on a well-known local hotel, with a popular nightclub attached. I had already sold the manager wine glasses, etched with the establishment’s well-designed logo for the club area only a few weeks before. Surprisingly the supply had already depleted. Thinking there had been some sort of colossal accident in […]

Read More…

The Importance of Careful Customer Targeting

by Brad VanAuken

I have positioned five wealth management brands and over a dozen other financial service brands. Most people, when thinking about wealth management brands, think the target customer is fairly straightforward – anyone who has more than $250,000 or $500,000 of investable assets – individuals or institutions. And while most wealth management firms’ customers would meet […]

Read More…

Making and Keeping Brand Promises

by Brad VanAuken

Brands make promises and then they must keep those promises. Making the promise is easy. Keeping it is the hard part. One can make a promise with words. But it can only be kept through actions. Consider BP repositioning itself as an environmentally friendly brand with the “Beyond Petroleum” slogan and the bright yellow and […]

Read More…

Basic Human Needs and Branding

by Brad VanAuken

As branders, it is useful to understand the basic needs that drive human emotions and behaviors. Abraham Maslow’s hierarchy of needs addresses this, as does Artur Manfred Max Neef’s classification of fundamental human needs. Albert T. Poffenberger, Ph.D. devotes an entire chapter to “An Inventory of Human Desires” in his book, Psychology in Advertising, published […]

Read More…

Attending the 2013 Presidential Inauguration

by Diane Marcus

If you want to attend the 2013 Presidential Inauguration there is still a small chance you can get tickets. Most of the balls and galas are by invitation only. These would have gone out to anyone who has given a significant donation to the campaign. Many invitations will also go out to certain campaign workers. […]

Read More…

My Tribute to Letitia Baldrige, Chief of Staff to Jacqueline Kennedy

by Diane Marcus

A great master in the field of etiquette and protocol has passed away. When I first considered becoming an etiquette consultant, I began reading biographies of other woman who made etiquette their career. One of the first books I read was Letitia Baldrige’s “The Complete Guide to Executive Manners”. Letitia got her reputation, the hard […]

Read More…