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Brad VanAuken

Brad VanAuken

Brands & Browser Functionality

by Brad VanAuken

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 […]

Do you know how non-customers perceive your brand?

by Brad VanAuken

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, […]

Dick’s New Destination Store

by Brad VanAuken

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 […]

H-E-B Brand the Big Winner in the Texas Energy Outage

by Brad VanAuken

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 […]

Global Competition & The Increased Importance of Carefully Crafted Messaging

by Brad VanAuken

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 […]

Brand Spokespeople and Characters

by Brad VanAuken

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 […]

Customer Brand Insistence Revisited

by Brad VanAuken

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 […]

Brand Identity & Architecture

by Brad VanAuken

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 […]

Pivoting Your Business During COVID

by Brad VanAuken

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 […]

The Evolution of the Trump Brand

by Brad VanAuken

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 […]

Trump Brand

by Brad VanAuken

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 […]

Pretend Your Brand Has Died…

by Brad VanAuken

 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 […]

The Importance of Color in Brand Identity

by Brad VanAuken

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 […]

Developing the Brand Plan

by Brad VanAuken

 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 […]

Affluence & Frequency of Purchase

by Brad VanAuken

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 […]

Out-of-the-Box Marketing Techniques

by Brad VanAuken

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 […]

Brand Benefit Cues

by Brad VanAuken

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 […]

Retro Brand Imagery with Sexual Overtones

by Brad VanAuken

 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 […]

Brand Research

by Brad VanAuken

 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 […]

Tapping Into Human Needs

by Brad VanAuken

 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| Polling feed [http://prolificmarketing.org/feed/]
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Diag| Considering item [https://prolificmarketing.org/?p=1479] "New Year’s Resolutions for Better Marketing in 2020"
Diag| Considering item [http://prolificmarketing.org/?p=1189] "10 Ways to Use Facebook Live"
Diag| Considering item [http://prolificmarketing.org/?p=1109] "2017 Marketing Ideas"
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=3101] "Blass Marketing Honored with Prestigious BMA Carolinas ProAds Award for Dynamic Clariant ColorForward® Forecasting Brochure"
Diag| Considering item [https://blassmarketing.com/?p=2609] "The Pandemic Hits Home"
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Diag| Considering item [https://blassmarketing.com/?p=2048] "5 Ways Research Can Bring Value to any Organization"
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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 [https://abcideabased.com/?p=6657] "Prep for Your Next Virtual Tradeshow Like a Pro"
Diag| Considering item [https://abcideabased.com/?p=6612] "How to Kickstart Stalled Content Marketing Plans, Part III: Measurement"
Diag| Considering item [https://abcideabased.com/?p=6598] "How to Kickstart Stalled Content Marketing Plans, Part II: Development"
Diag| Considering item [https://abcideabased.com/?p=6588] "How to Kickstart Stalled Content Marketing Plans"
Diag| Considering item [https://abcideabased.com/?p=6583] "Progressive Web Apps Keep Visitors and Earn Customers"
Diag| Considering item [https://abcideabased.com/?p=6540] "The Increasing Value of Corporate Video"
Diag| Considering item [https://abcideabased.com/?p=6515] "How PR Surveys & Polls Create Earned Media in 2020"
Diag| Considering item [https://abcideabased.com/?p=6443] "NY Traveler Intentions Post-Quarantine"
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/2019/01/08/our-gift-to-you%f0%9f%8d%be-2/] "Our Gift to YOU!🍾"
Diag| Considering item [http://displaysanddesigns.wordpress.com/?p=1868] "Buffalo Startup Weekend is Back!"
Diag| Considering item [http://displaysanddesigns.wordpress.com/?p=1862] "Empire State Honey Producers Association at the NYS Fair!"
Diag| Considering item [http://displaysanddesigns.wordpress.com/?p=1859] "Have You Met Lisa?"
Diag| Considering item [http://displaysanddesigns.wordpress.com/?p=1856] "Buffalo Brewfest 2018"
Diag| Considering item [http://displaysanddesigns.wordpress.com/?p=1853] "It’s Brewing…"
Diag| Considering item [http://displaysanddesigns.wordpress.com/?p=1849] "July 2018 Newsletter: A Traveling Tour of Buffalo!"
Diag| Considering item [http://displaysanddesigns.wordpress.com/?p=1846] "Happy 716 Day!"
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 [https://suddenwriteturn.com/?p=7326] "How to Lose a Year of Your Life"
Diag| Considering item [https://suddenwriteturn.com/?p=7114] "Stasis vs. Social Distancing"
Diag| Considering item [https://suddenwriteturn.com/?p=7049] "May the force be with you. Always."
Diag| Considering item [https://suddenwriteturn.com/?p=6310] "Confessions on a Dance Floor"
Diag| Considering item [http://suddenwriteturn.com/?p=6014] "Swans and Ducklings: A Story of Self-Image"
Diag| Considering item [http://suddenwriteturn.com/?p=5976] "Rocks Calling: Confessions of A Petraphile"
Diag| Considering item [http://suddenwriteturn.com/?p=5943] "Divining The Key"
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Diag| Polling feed [http://hudsonvalleypublicrelations.com/feed]
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Diag| Considering item [https://hudsonvalleypublicrelations.com/?p=7803] "Feeling powerless against the forces of darkness. Don’t panic."
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Diag| Considering item [https://hudsonvalleypublicrelations.com/?p=7707] "Here are some basic guidelines for Crowdfunding from a legal perspective . . ."

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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| 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| 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"
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Diag| Considering item [https://abbeymeccadev.com/amc/?p=725] "Melissa Keith Promoted to Media Director, Elizabeth Ervolina Named Content Marketing Director"
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Diag| Polling feed [http://feeds.feedburner.com/FishAndCrown]
Diag| Considering item [https://fishandcrown.com/?p=1581] "Films Condensed"

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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| Considering item [https://fishandcrown.com/2016/12/26/video-nike-drops-new-kyrie-3s-commercial/] "VIDEO: Nike Drops New Kyrie 3’s Commercial"

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Diag| Considering item [https://fishandcrown.com/2016/12/13/499/] "Booyah Patrol"

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Diag| Considering item [https://fishandcrown.com/2016/11/15/nice-spotify/] "Nice Spotify"

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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| 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| 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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