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I normally do not post about something as tactical as this, but it has a huge impact on brand perception. Recently, as I have been approached by companies trying to sell me their services, I have found several of them do not have websites that work on my Safari browser. Logins don’t work. Navigation does […]
To be efficient in marketing spending, brands usually focus on their best customers first and then on their other customers. Typical objectives are to increase their customers’ individual average transactions (IAT), spending and share of wallet. They often also want to increase customer loyalty. Less often, brands allocate marketing resources to communicating with potential customers, […]
A 17,000 square-foot turf field is adjacent to the Dick’s new 100,000 square-foot Eastview Mall store. I am happy to write about something happening in my neighborhood. Dick’s has decided to erect its new destination store concept at my local mall first – Eastview Mall in Victor, New York, a suburb of Rochester, NY.As malls and […]
People often are fond of their local grocery store chains. H-E-B is no exception. During Texas’ recent winter storm and energy outage, H-E-B became even more beloved as it proactively helped the people of Texas in several different ways. When a busy H-E-B store in Leander, TX lost power, the store’s staff let shoppers take […]
Mobility and communication have increased substantially since the dawn of inexpensive air travel and the Internet. Historically, competition was mostly local or regional, but with every breakthrough in transportation and communication technology, every business is increasingly competing with every other similar business across the globe. Companies that used to pay hundreds of thousands or even millions […]
Not every brand uses a spokesperson or character as a part of its identity system or advertising campaign but many have over the years. The spokesperson or character can give the brand a distinctive voice and personality. This blog post is a celebration of some of the more memorable brand spokespeople and characters. Some of the earlier […]
I have been preaching about the five drivers of customer brand insistence since we first developed and tested this brand equity measurement system in the late 1990s. Since then, we have tested this system with hundreds of brands across almost as many product and service categories. It indicates that five things drive customers from being […]
I have just created a new e-learning course, “Brand Identity & Architecture.” This is a comprehensive course on brand identity and architecture. In it, you will learn about common brand identity problems, brand identity system components including names, taglines and non-visual components, types of branded entities and their relationships, types of brand architecture, how to rationalize […]
Some businesses have been the beneficiaries of the COVID-19 pandemic. They were either in the right place at the right time or they seized an opportunity created by the pandemic. Disinfectant product sales were up 230% in March and April of 2020. Clorox has enjoyed great success in 2020. Zoom has become a household word […]
I have been following the Trump brand since I encountered Donald Trump at Studio 54 in the early 1980s. Back then, he had a reputation in New York social circles. He was viewed as an outsider to polite society. He was seen as a nouveau riche playboy and real estate developer who was aggressive but […]
I need your help. I am conducting a survey on the Donald Trump brand. I first conducted this survey in June of 2016. I repeated it in January of 2019. I want to compare earlier perceptions to today’s perceptions of the Trump brand. I am looking for diverse responses so please share this link with […]
People periodically go through the exercise of revising their brand’s essence, promise, personality, unique value proposition and other brand positioning elements. A fun approach to this is to pretend that your brand has died. Now you need to write its obituary, its epitaph, and its eulogy. It’s obituary is akin to its elevator speech, while its […]
Choice of color is more important than you may think for brands and their identities. I have created an online course that covers color in great detail including the associations and emotional responses to a wide variety of colors including in different cultures.Other topics covered in the course include:The most and least popular colors by genderThe […]
I have created a course that will teach you how to create a strategic and actionable brand plan. It includes a brand plan template, and possible brand objectives, strategies, and tactics. It is organized by the five drivers of customer brand insistence – awareness, relevant differentiation, value, accessibility, and emotional connection. It includes a SWOT […]
This may seem intuitively obvious, but one way to gauge a household’s level of wealth is by determining its frequency of purchase of various products and services. While some less affluent households may be deceptive due to debt spending, and while other more affluent households may be deceptive due to frugality or a focus on […]
I recently created a new online course on out-of-the-box marketing techniques. It highlights many ways in which marketers can be creative in achieving their goals. Creativity has always been an important part of marketing and the best marketers generally have high creativity quotients. In this highly entertaining course, we will review dozens of creative marketing campaigns […]
Several years ago, I was helping a health care system reposition its brand. After rigorous research, we discovered that their unique presence of a level one trauma center in the rural communities that they served signaled that they were uniquely set up to handle the toughest and most complex medical situations. This together with some […]
I was spending time at my Adirondack home last week and stopped by this Lake Placid wine and spirit shop to pick up some wine for the week. That’s when I noticed their shop sign. It immediately took me back to vintage ads with sexual overtones that are now unacceptable. The sign depicts a woman […]
Introducing our online brand research course. This comprehensive introductory course focuses on how to use marketing research to build, manage and grow successful brands and it highlights the most important marketing research issues and considerations. Further, you will learn about more than 40 different qualitative and quantitative research methodologies and techniques and when it is appropriate […]
I am excited to announce that I have developed a new inexpensive online course entitled “Tapping into Human Needs.” This one-hour seminar will help you better understand human needs and motivations. This understanding should inform brand positioning, marketing copy, selling scripts, and unique value propositions. We will cover Maslow’s Hierarchy of Needs, The Triune Brain, the […]
Diag| Considering item [http://prolificmarketing.org/?p=1020] "Dan Tweets: Recap of National Small Business Week 2016"
Diag| Considering item [http://prolificmarketing.org/?p=1011] "7 Marketing Must-Haves When Starting A New Business"
Diag| Considering item [http://prolificmarketing.org/?p=973] "2016 Marketing Checklist: Kick Off the New Year with a Bang"
Diag| Considering item [http://prolificmarketing.org/?p=951] "10 Last-Minute Marketing Tips for Small Business Saturday"
Diag| Considering item [http://prolificmarketing.org/?p=915] "Dan Tweets: Recap of National Small Business Week"
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Diag| Considering item [https://blassmarketing.com/?p=2037] "Key Pointers to Get the Most from Focus Groups"
Diag| Considering item [https://blassmarketing.com/?p=2035] "M&A: A Call for Research During the Integration Process"
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Diag| Considering item [https://paulinebartel.com/?p=2643] "8 Ways to Celebrate Gone With the Wind’s 80th Anniversary"
Diag| Considering item [https://paulinebartel.com/?p=2585] "China and Flatware Complete Bartel Communications’ 20th Company Anniversary"
Diag| Considering item [https://paulinebartel.com/?p=2477] "20th Business Anniversary of Bartel Communications"
Diag| Considering item [https://paulinebartel.com/?p=2451] "95th Business Anniversary Profile: Pamela Marinello"
Diag| Considering item [https://paulinebartel.com/?p=2439] "95th Business Anniversary Profile: Jo-Ann White"
Diag| Considering item [https://paulinebartel.com/?p=2429] "95th Business Anniversary Profile: Sandra Nardoci"
Diag| Considering item [https://paulinebartel.com/?p=2412] "5 Fast Facts About Business Anniversaries"
Diag| Considering item [https://paulinebartel.com/?p=2402] "Curious Commonalities Between Casablanca and Gone With the Wind"
Diag| Considering item [https://paulinebartel.com/?p=2376] "Don’t Ignore In-Between Business Anniversaries"
Diag| Considering item [https://paulinebartel.com/?p=2356] "Local 100th Birthday Bash Celebrates Olivia de Havilland of Gone With the Wind"
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Diag| Considering item [http://abcideabased.com/?p=6414] "What Does It Mean To Be a Facebook Marketing Partner?"
Diag| Considering item [http://abcideabased.com/?p=6339] "Tips for Keeping Up Destination Marketing During Crisis"
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Diag| Considering item [http://displaysanddesigns.wordpress.com/?p=1844] "Preparations for the fall trade show Season!"
Diag| Considering item [http://displaysanddesigns.wordpress.com/?p=1841] "FBD2 is Closing…"
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Diag| Considering item [http://suddenwriteturn.com/?p=3820] "Cancer: A Retrospective"
Diag| Considering item [http://suddenwriteturn.com/?p=3773] "Adventures in Babysitting: Boys of Summer"
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Diag| Considering item [https://hudsonvalleypublicrelations.com/?p=7903] "How to Make It Rain: Social Media Marketing"
Diag| Considering item [https://hudsonvalleypublicrelations.com/?p=7892] "Ali Adaptive Sports Lifts Up Those With Disabilities Physically And Emotionally"
Diag| Considering item [https://hudsonvalleypublicrelations.com/?p=7835] "Media Consumption 2020: Pivoting To A Digital World"
Diag| Considering item [https://hudsonvalleypublicrelations.com/?p=7803] "Feeling powerless against the forces of darkness. Don’t panic."
Diag| Considering item [https://hudsonvalleypublicrelations.com/?p=7763] "Crisis Communications: Maintain Trust, Be Transparent and Keep Your Customers Informed"
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Diag| Storing alternate revision of existing post # 75240, "Crisis Communications: Maintain Trust, Be Transparent and Keep Your Customers Informed"
Diag| Considering item [https://hudsonvalleypublicrelations.com/?p=7707] "Here are some basic guidelines for Crowdfunding from a legal perspective . . ."
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Diag| Storing alternate revision of existing post # 24951, "Here are some basic guidelines for Crowdfunding from a legal perspective . . ."
Diag| Considering item [https://hudsonvalleypublicrelations.com/?p=7639] "Tre Bella – A tribute to American Heritage"
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Diag| Storing alternate revision of existing post # 21664, "Tre Bella – A tribute to American Heritage"
Diag| Considering item [https://hudsonvalleypublicrelations.com/?p=7634] "Louis Vanaria and JoAnn Robertozzi – One Night Only!"
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Diag| Storing alternate revision of existing post # 21666, "Louis Vanaria and JoAnn Robertozzi – One Night Only!"
Diag| Considering item [https://hudsonvalleypublicrelations.com/?p=7625] "Get Up Close And Personal With 22 Artists Where They Work at the Gardiner Open Studio Tour"
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Diag| Storing alternate revision of existing post # 21668, "Get Up Close And Personal With 22 Artists Where They Work at the Gardiner Open Studio Tour"
Diag| Considering item [https://hudsonvalleypublicrelations.com/?p=7614] "Compass Asset Management Group Announces Ribbon-Cutting Ceremony Newburgh, NY Office"
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Diag| Storing alternate revision of existing post # 21670, "Compass Asset Management Group Announces Ribbon-Cutting Ceremony Newburgh, NY Office"
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Diag| Polling feed [http://abbeymecca.com/feed/]
Diag| Considering item [https://abbeymecca.com/?p=898] "HOPE for All Seasons Campaign Lifts Catholic Charities Brand"
Diag| Considering item [https://abbeymecca.com/?p=900] "What to Expect from Super Bowl LV"
Diag| Considering item [https://abbeymecca.com/?p=842] "The Buffalo and Erie County Naval & Military Park Puts Out the Call for Support"
Diag| Considering item [https://abbeymeccadev.com/amc/?p=723] "Thinking Outside the Box Results in an Innovative Approach for Logistics Brand"
Diag| Considering item [https://abbeymeccadev.com/amc/?p=717] "Campaign for Catholic Charities Appeal 2020 Delivers Power Message"
Diag| Considering item [https://abbeymeccadev.com/amc/?p=721] "Helping Good Brands Become Great Brands"
Diag| Considering item [https://abbeymeccadev.com/amc/?p=725] "Melissa Keith Promoted to Media Director, Elizabeth Ervolina Named Content Marketing Director"
Diag| Considering item [https://abbeymeccadev.com/amc/?p=636] "A Celebration Worthy of 50th Years in Business"
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Diag| Storing alternate revision of existing post # 19001, "Films Condensed"
Diag| Considering item [https://fishandcrown.com/?p=1447] "Do you know Romain Gavras?"
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Diag| Storing alternate revision of existing post # 19003, "Do you know Romain Gavras?"
Diag| Considering item [https://fishandcrown.com/?p=1430] "Great dark humor in this 1 minute film by Gaspar Palacio"
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Diag| Storing alternate revision of existing post # 19005, "Great dark humor in this 1 minute film by Gaspar Palacio"
Diag| Considering item [https://fishandcrown.com/?p=1114] "The New Panasonic EVA-1 Camera Delivers"
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Diag| Storing alternate revision of existing post # 19007, "The New Panasonic EVA-1 Camera Delivers"
Diag| Considering item [https://fishandcrown.com/2017/02/02/testing-some-new-light-writing-equipment-we-got/] "New Light Writing Equipment"
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Diag| Storing alternate revision of existing post # 19009, "New Light Writing Equipment"
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Diag| Storing alternate revision of existing post # 19011, "VIDEO: Nike Drops New Kyrie 3’s Commercial"
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Diag| Storing alternate revision of existing post # 19013, "Booyah Patrol"
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Diag| Storing alternate revision of existing post # 19015, "Nice Spotify"
Diag| Considering item [https://fishandcrown.com/2016/10/07/instagram-star-isnt-what-she-seems/] "Instagram star isn’t what she seems"
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Diag| Storing alternate revision of existing post # 19017, "Instagram star isn’t what she seems"
Diag| Considering item [https://fishandcrown.com/2016/09/03/eye-opening-short-film-give-it-a-look/] "Eye Opening Short Film"
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Diag| Storing alternate revision of existing post # 19019, "Eye Opening Short Film"
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Diag| Polling feed [http://websurgenow.com/feed/]
Diag| Considering item [https://websurge.com/?p=3742] "2018 Called – It Wants Its E-Book Back"
Diag| Considering item [https://websurge.com/?p=1737] "Is Your Company Ready for Digital Marketing?"
Diag| Considering item [https://websurge.com/?p=1952] "The Cost of Recruiting Manufacturing Employees"
Diag| Considering item [https://websurge.com/?p=1831] "8 Types of Advertising Agencies and How To Choose One"
Diag| Considering item [https://websurge.com/?p=1860] "What Is Digital Presence for Business?"
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