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Brad VanAuken — Page 2

Brad VanAuken

The Most Popular Posts by Year

by Brad VanAuken

These are the 77 most popular Branding Strategy Source blog posts by year:2014Basic Human Needs and BrandingBranding and MemoryThe Poison Parasite Defense2015Brand Manager Competencies and ResponsibilitiesComprehensive Brand Management TrainingVolvo Brand StrategyBranding and Product DesignBrand Equity Measurement 101Brand NamingMost Important Brand Management TasksBrands and Memory StructuresThe Brand Management Process: An OverviewDid You Know?Purpose Driven BrandsAutomobile Purchases […]

Luxury Brands Quiz

by Brad VanAuken

Just for fun, I have created a luxury brands quiz to test your knowledge of luxury brands.1. Which of these is not a superyacht builder?LürssenVardOpusCantiere della Marche2. Which of these is not a tailored clothing brand?Gieves & HawkesHuntsmanRichard JamesPhineas Auden3. Which of these is not a jet brand?Dassault Falcon 7xBriggs & Stratton M550Embraer EMB190 BJ […]

Retain Customers by Building Community

by Brad VanAuken

 While some may think that an annual customer retention rate of 80% is good, that means you loose one out of every five customers each year. Theoretically, this translates to 100% turnover every five years. And, as most business owners know, it is much more cost effective to retain a current customer than to acquire […]

Core Human Needs and Marketing

by Brad VanAuken

Psychologists have long hypothesized, studied and tested what they believe to be the core human needs. While most psychologists highlight six basic needs, many also include a seventh need. Here are the seven needs:Certainty/Safety/Comfort/Control/SecurityLove/Affection/Physical and Emotional ConnectionSignificance/Respect/Uniqueness/Feeling SpecialCompetence/MasteryContribution/Making a DifferenceVariety/Experience/Stimulation/Novelty/Satisfying CuriosityIndependence/Freedom/AutonomyMost people experience deficiencies in meeting one or more of these needs on a regular […]

The Eight Skills of a Marketing Rock Star

by Brad VanAuken

To be a “can do it all” marketer, one who is extremely valuable to an organization as an individual contributor but who can also rise through the ranks quickly to become a marketing “rock star,” the person should possess these eight skills:Graphic design skills with Adobe Illustrator, Photoshop and InDesign fluencies and a strong sense of […]

Marketing Training & Marketer Competency

by Brad VanAuken

I had the good fortune to learn about most aspects of marketing through a fifteen year stint at Hallmark Cards. While there, I learned product development, new product development, advertising, promotion, marketing research, brand management, brand licensing, trade marketing, merchandising, category management, pricing strategy, distribution strategy, corporate communications, crisis management and global marketing. This hands-on […]

Business Strategy Workshops

by Brad VanAuken

Over the years, my brand positioning workshops have evolved to something much broader. First, I added brand mission, vision and values workshops to the mix based on client requests. After that, I added pricing strategy workshops to the mix, again based on client requests. Eventually, these workshops evolved into full-blown business strategy workshops tailored for […]

Thinking Like A Customer

by Brad VanAuken

In assessing marketing talent, there is one thing that sets hyper-successful marketers apart from everyone else – they can put themselves in their consumers’ shoes and they do so all of the time. Designing a website? Who will use it? What are their needs? What will they be looking for? What will they notice first? What […]

Why Brands Can Seem More Scattered and Conflicted Than Humans

by Brad VanAuken

Humans can at times seem quite scattered or conflicted. Some can exhibit substantial mood swings. While others might seem to have multiple personalities. However, most of us are quite predictable day-to-day and over our lifetimes. While brands should strive for a similar level of consistency and predictability so as to seem trustworthy, often brands will have […]

Marketing Automation and the Human Factor

by Brad VanAuken

Today, much of a marketer’s work is related to digital marketing and marketing automation. Considerations include choosing the right CRM, setting up automated sales funnels and drip email campaigns, linking online databases, making sure autoresponders are working properly, creating Google ad campaigns, feeding Facebook pages with the appropriate content, making sure the website is mobile […]

After 35 Years in the Business, My Thoughts About Marketing

by Brad VanAuken

Following are my stream of consciousness thoughts about marketing.People have beliefs, attitudes, values, hopes, anxieties and fears. Marketers must understand these to be successful.In marketing, less is almost always more. This is true of copy and visuals. The actual customer experience is the most important driver of brand perceptions.Building awareness is the most important marketing activity. […]

The Limits of Marketing (and Customer Service) Automation

by Brad VanAuken

In the past few years, I have used marketing automation extensively for my own business and I have interacted with marketing automation from many other businesses. While there is the argument that marketing automation enables one to market 24/7, even when one is sleeping, there are also some cautions that should occur regarding this technology.First, […]

Brand Switching

by Brad VanAuken

“62% of consumers who switched brand in the past 12 months did so because brands successfully attracted them, rather than bad customer experience pushing them away.61% of consumers switched brand at least once in the last year, with automotive (70%) and supermarkets (68%) showing the highest percentage of customers willing to switch brands due to […]

Historical Brands in America

by Brad VanAuken

John Jacob Bausch & Henry LombI recently purchased The Branding of America book by Robert Hambleton at an art gallery used book sale. One of the things that I immediately found fascinating (though not surprising in retrospect) is that most of the earlier brands in America were named after the people who founded the brands versus […]

Cognitive Distortions & Marketing

by Brad VanAuken

I think everyone should learn about the most common cognitive distortions (or thinking errors) as we are all subject to them. Importantly, I have increasingly witnessed political campaigns playing to many of these errors to achieve their intended ends. I believe this is highly unethical. But understanding what these errors are will help you understand […]

Listen First, Talk Later

by Brad VanAuken

You may have heard the statement, “That is why God gave you two ears and only one mouth, to listen twice as much as you speak.” Listening more than you speak is good advice for any human being, but especially so for salespeople and marketers.A marketer that has not asked open-ended response questions of customers […]

Bulletproof Process to Reposition Your Brand

by Brad VanAuken

Over the past twenty-one years, BrandForward has successfully repositioned more than 200 brands in almost every product and service category. We have worked with start-ups, Fortune 100 companies, B2B companies, B2C companies, not-for-profit organizations, colleges and universities, financial institutions, health care systems, trade associations, municipalities and more.Throughout that time, we have refined a proven process […]

Beware of Asking Too Much of Marketing Copy

by Brad VanAuken

I have witnessed executives asking for a single communication to do too much. “I would like this communication to build awareness and initiate a purchase.” “I would like this to speak directly to our customers, prospects and employees.” “I want this communication to prompt them to give us their name and contact information and purchase […]

Everything is Fantasy

by Brad VanAuken

I am writing this from my Adirondack home where it occurred to me that most everything is fantasy. Here is what I mean by that. I have enjoyed decorating my log home with a wide variety of pieces that I have found from Adirondack rustic furniture and decor stores. My house is chock-a-block with black […]

The Secret Ingredient – Caring About People

by Brad VanAuken

Most markets are populated with mature brands that struggle to maintain differentiation because it is easy for competitors to match any function, feature or service that is of value to customers. Most sources of differentiation don’t last that long anymore. They quickly become “cost of entry” benefits.But in working with more than 200 brands across […]

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Diag| Considering item [https://www.corporatecomm.com/blog/how-will-the-pandemic-impact-the-future-of-e-commerce] "How Will The Pandemic Impact The Future of E-commerce."

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Diag| Considering item [https://www.corporatecomm.com/blog/vince-hesketh-welcomed-as-the-new-director-of-business-development-at-corporate-communications-inc] "Vince Hesketh Welcomed as the New Director of Business Development at Corporate Communications, Inc."

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Diag| Considering item [https://www.corporatecomm.com/blog/what-is-website-accessibility] "What is Website Accessibility?"

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Diag| Considering item [https://www.corporatecomm.com/blog/managing-passwords] "Managing Passwords"

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Diag| Considering item [https://www.corporatecomm.com/blog/why-you-need-to-audit-your-web-presence] "Why You Need To Audit Your Web Presence"

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Diag| Considering item [https://www.corporatecomm.com/blog/the-key-to-social-media-success] "The Key to Social Media Success"

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Diag| Considering item [https://www.corporatecomm.com/blog/the-top-4-seo-metrics] "The Top 4 SEO Metrics"

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Diag| Considering item [https://www.corporatecomm.com/blog/top-4-tips-for-a-successful-brand-development] "Top 4 Tips for a Successful Brand Development"

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Diag| Considering item [https://www.corporatecomm.com/blog/the-importance-of-content-calendars] "The Importance of Content Calendars"

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Diag| Considering item [https://www.corporatecomm.com/blog/an-emphasis-on-mobile-marketing] "An Emphasis on Mobile Marketing"

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Diag| Considering item [https://www.corporatecomm.com/blog/how-to-redesign-a-website-without-starting-from-scratch] "How to Redesign a Website Without Starting from Scratch"

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Diag| Considering item [https://www.corporatecomm.com/blog/want-to-know-why-your-content-marketing-strategy-isnt-working] "Want to Know Why Your Content Marketing Strategy Isn’t Working?"

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Diag| Considering item [https://www.corporatecomm.com/blog/incorporating-facebook-live-into-your-social-media-marketing-strategy] "Incorporating Facebook Live into Your Social Media Marketing Strategy"

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Diag| Considering item [https://www.corporatecomm.com/blog/4-ways-youre-negatively-impacting-your-sites-ranking-without-even-realizing] "4 Ways You’re Negatively Impacting Your Site’s Ranking Without Even Realizing"

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Diag| Considering item [https://www.corporatecomm.com/blog/5-seo-tips-to-for-optimizing-your-digital-marketing] "5 SEO Tips to for Optimizing Your Digital Marketing"

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Diag| Polling feed [http://www.suddenwriteturn.com/feed/]
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"
Diag| Considering item [http://suddenwriteturn.com/?p=3864] "Summit Thoughts"
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Diag| Considering item [http://suddenwriteturn.com/?p=3773] "Adventures in Babysitting: Boys of Summer"
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Diag| Considering item [https://fishandcrown.com/?p=1581] "Films Condensed"

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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"
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| Storing alternate revision of existing post # 19011, "VIDEO: Nike Drops New Kyrie 3’s Commercial"
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| 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| Considering item [https://b2bprblog.marxcommunications.com/b2bpr/content-marketing-during-a-pandemic] "How to Win at Content Marketing During a Pandemic"
Diag| Considering item [https://b2bprblog.marxcommunications.com/b2bpr/video-for-personal-branding] "How to Ace Video for Personal Branding"
Diag| Considering item [https://b2bprblog.marxcommunications.com/b2bpr/create-a-personal-brand-during-covid-19] "How to Create a Personal Brand During COVID-19"
Diag| Considering item [https://b2bprblog.marxcommunications.com/b2bpr/successful-communications-strategy-during-covid-19] "How to Deploy a Successful Communications Strategy During COVID-19"
Diag| Considering item [https://b2bprblog.marxcommunications.com/b2bpr/pr-and-marketing-how-to-communicate] "PR and Marketing: How to Communicate During COVID-19"

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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"
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Diag| Considering item [https://abcideabased.com/?p=6540] "The Increasing Value of Corporate Video"
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Diag| Considering item [http://abcideabased.com/?p=6414] "What Does It Mean To Be a Facebook Marketing Partner?"
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Diag| Considering item [http://displaysanddesigns.wordpress.com/?p=1862] "Empire State Honey Producers Association at the NYS Fair!"
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Diag| Considering item [http://displaysanddesigns.wordpress.com/?p=1841] "FBD2 is Closing…"

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Diag| Considering item [http://wordecon.com/?p=52] "Web Content and Article for Client"
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Diag| Considering item [http://wordecon.wordpress.com/?p=14] "On-Site Mobile Device RF Protection and Forensics Extraction"
Diag| Considering item [http://wordecon.wordpress.com/?p=11] "It’s not Business As Usual in the MCC Business/Economics Department"

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Diag| Considering item [http://wordecon.wordpress.com/?p=4] "The DCC / Brighton Shuttle Moves Students towards Their Goals, with Hope for Future Runs"

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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| 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| 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"
Diag| Considering item [https://hudsonvalleypublicrelations.com/?p=7605] "Facebook’s New Algorithm Change: How Does It Impact Your Business"

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Diag| Storing alternate revision of existing post # 21672, "Facebook’s New Algorithm Change: How Does It Impact Your Business"

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