Abbey Mecca is looking for a talented, enthusiastic multimedia and video editing intern to join our team. Part-time / Paid Summer Internship Multimedia / Video Editing Responsibilities: – Post-production / video editing – Digital asset management – Collaborate with our creative team Requirements: – Creative thinker – Good time-management skills… The post Multimedia / Video […]

I love the Sling TV ads. Here’s why. Like the first GEICO ads that featured a cute gecko as a mnemonic device to help you remember the name, Sling TV uses strong references to swinging to do the same. Further, like the GEICO ads, it is entertaining and funny. The commercials might even be described […]

Google “writing for social media,” and you’ll get about 5.5 million results. But read a dozen or so, and you’ll soon realize that the advice they offer is often vastly different. Some say it’s more important to get content out there regularly than it is to make it perfect. Others claim just the opposite—that it’s […]

Google “writing for social media,” and you’ll get about 5.5 million results. But read a dozen or so, and you’ll soon realize that the advice they offer is often vastly different. Some say it’s more important to get content out there regularly than it is to make it perfect. Others claim just the opposite—that it’s […]

While Apple has never been a client of mine, I have been an Apple customer for years. I am writing this blog post from a MacBook Air attached to my iPhone while listening to iTunes. I am writing this because the brand has been a very successful iconic brand and I thought it would be […]

Brand positioning components will likely vary depending on which brand consultant or marketing agency you use. These are the core elements that most consultants or agencies use:Target customer definition (demographics, psychographics (lifestyles, attitudes, values, behaviors, job titles, etc.)Brand essence (the heart and soul of the brand – it’s timeless quality – in the form of ‘adjective […]

  “B2B content marketing is so easy, anyone can do it.” I’ve heard this idea thrown around countless times. And I can’t help but shake my head at the notion.Yeah, sure, anybody can write a blog, but that doesn’t mean it’s going to have an audience. It takes a lot more than basic writing skills to […]

Most brands want to connect emotionally with their customers but few actually do. What does it take to create that emotional connection?Brands that create emotional connection are deliberate about achieving it. First, those brands and their brand owners often have a strong set of values, values that they ultimately share with their customers. For example, […]

  Photo Credit: Frank McKenna Public relations is changing in the blink of an eye. There’s just one problem. Some Public relations practitioners and many PR clients are running a little behind. PR for eons was laser-focused on earned media — placing a story in media outlets. The rallying cry of clients and executives was […]

Now BrandForward’s highly successful, often emulated, brand positioning workshop is available online. It will provide you with everything you need to position your brand to win. And, even better, we are offering a May 2019 only substantial price discount. CLICK HERE to sign up for the workshop.

Over the past 20 years, I have been retained by more than 200 organizations to help them with their brand problems. I thought it would be interesting to share with you what I believe to be the root causes of some of these problems. Here are the types of problems that I have encountered (that […]

Often, organizations will use awareness, preference, rank in consideration set, share of wallet, Net Promoter Score and other brand loyalty measures, customer satisfaction, distribution and market share as the primary brand measures. Awareness is important because without awareness, the brand does not exist in the customer’s mind. Preference, rank in consideration set and share of […]

    “Get me some PR” Unfortunately, PR doesn’t work like that. You can’t just order it and have it delivered or pick it up at the store. It requires a well thought out PR strategy and flawless execution to be effective. Let’s talk strategy. Recently, a client hired my firm because another agency hadn’t thought through its […]

Should your business hire a marketing communications agency, or handle your marcom in-house? This is a critical decision for every business and one that is vital to success. There are certainly pros and cons to both, but if you want to grow your business, hiring an agency to handle your marketing is the right choice. […]

Once upon a time… there were advertisers and PR professionals who knew how to engage audiences, nurture customers through a sales funnel, and leverage the art of storytelling… all without today’s overwrought jargon.

In the fall of 2016, Nielsen announced that it was finally doing away with the antiquated paper diary system that it had been using for the past 60 years. The old system, in which Nielsen sent diaries to families in each DMA and asked them to hand-record all programming watched by all members of the […]

In case you missed them, these are the most popular posts from each of the past six years:2014 – When Brand Tactics Overshadow Brand Strategy2014 – The Poison Parasite Defense2014 – Basic Human Needs and Branding2015 – Nine Favorite Brand Management & Marketing Books2015 – Maslow’s Hierarchy of Needs 2015 – Brand Attributes, Benefits & Values2015 […]

And why should I care about it? Due to a rapid increase in legal actions over the past few years, ADA Compliance for websites and applications is rapidly becoming a common standard for businesses and organizations to act in accordance with these accommodations — and in some cases it’s even mandatory. Unfortunately, the specific requirements […]

What are some of the ethical issues in marketing? First and foremost, we should not be using marketing to make a product that is clearly harmful more appealing to people—for instance, selling cigarettes by appealing to people at a deep emotional level. This can be achieved by linking the cigarette brand to independence, rebellion, good times, or coming into […]

B2B marketing trends are like a compass. While you move forward in your business endeavors, marketing trends help to keep you on course. Trends shed light on what marketing strategies and tools work and help dictate where to spend your brand’s resources. In a survey from Content Marketing Institute on the future of B2B marketing, 55% of the most successful marketers predicted […]