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Brad VanAuken — Page 2

Brad VanAuken

Marketing Needs Assessment

by Brad VanAuken

We have been running a continuous marketing needs assessment survey since April of 2017. Here are the latest findings. Organizational role:CEO – 19%CMO – 12%Marketing director – 12%Product manager – 12%Marketing manager – 10%Marketing vice president – 7%Brand manager – 5%Research analyst – 5%Marketing analyst – 3%Media planner – 3%Creative director – 3%Graphic designer – 2%Account […]

Transitioning to e-Commerce

by Brad VanAuken

I am conducting a free two-hour workshop on transitioning to e-commerce for artists on Sunday, September 27 from 4 pm until 6 pm. You are invited to attend.This workshop will teach artists how to develop, host and promote websites for e-commerce including becoming familiar with different web development and hosting services, e-commerce platforms and payment […]

Comprehensive Brand Positioning Course

by Brad VanAuken

This course will provide you with everything you need to position your brand to win. It is based on a proprietary process and set of tools that have been used to successfully position hundreds of brands throughout the world. This unparalleled brand positioning process was refined over 30 years and has been used by more than […]

Marketing and Marketing Communication Are Not the Same

by Brad VanAuken

Frequently, I encounter organizations whose marketing departments consist solely of marketing communications professionals. Those organizations view marketing solely as marketing communications. The department is tasked with writing marketing copy, providing content to websites, running social media campaigns, creating brochures, crafting event announcements and the like.But who is developing the brand’s unique value proposition? Who is […]

Marketing to Human Needs

by Brad VanAuken

If one is not marketing to human needs, that person should not be considered a marketer. Marketers, and especially those who craft brand strategy and marketing communications, must deeply understand human needs to perform their jobs well. I have written a number of blog posts over time that speak to addressing human needs. I have […]

Brands & Storytelling

by Brad VanAuken

Stories are the glue that holds societies together. Consider the stories of Plymouth Rock and the Pilgrims, the Boston Tea Party, the Revolutionary War, the Declaration of Independence, the Civil War, George Washington, Thomas Jefferson and Abraham Lincoln. These are the basis of our American Heritage. They provide us with a sense of history and […]

Marketing Needs Survey

by Brad VanAuken

If you are responsible for marketing in your organization, please share your marketing needs with us for a chance to win a Brand Aid book, two hours of free marketing consulting or an Amazon gift card. The survey will take less than 8 minutes of your time. I will post our findings in this blog […]

Brand Research Topics

by Brad VanAuken

These are some of the areas of customer, brand and marketing research that I think could better inform brand management and marketing activities and decisions:Understand how well this generic four part segmentation scheme applies to a wide variety of product and service categories: (a) price conscious customers, (b) convenience oriented customers, (c) brand loyal customers, […]

Brand Aid Book Among Best-Selling Brand Books

by Brad VanAuken

I am proud to announce that Brand Aid is #31 among the top 100 best-selling branding books of all time. 

Eclectic Branding Posts

by Brad VanAuken

I have compiled an eclectic collection of 25 branding posts from over the years (in case you have missed some of them) for your reading pleasure.Brand Research55 Ways to Sabotage BrandsBranding MunicipalitiesWhen a Brand’s Problem is Not a Marketing ProblemLuxury Brands QuizBrand SwitchingFocusing on the WhyBrand TonalityMayo Clinic AdvertisingMarketing CareersBrands and Memory Triggers20 Research-Based Findings […]

The Lincoln Project Advertising

by Brad VanAuken

I have been a student of brand advertising for more than 35 years. I was involved with Hallmark’s award-winning Hallmark Hall of Fame commercials. And, as a consultant, I have advised more than 100 brands on their advertising. Throughout my career, I have seen more bad advertising than good advertising. And, for decades, I have […]

Potential Long-Term Impacts of COVID-19

by Brad VanAuken

It is interesting to think about the potential long-term impacts of COVID-19, including the opportunities and threats for businesses. Here is what comes to my mind in no particular order:More people will continue to work at home rather than in the office. This means less commuting, which may continue downward pressure on gasoline prices. This […]

Values Survey

by Brad VanAuken

We have created a survey to explore the personal values of people who reside in the USA and its territories. It is a simple 5-minute survey and all responses are anonymous. We hope you will take this survey and then share its link with your friends, family members and business associates so that they can […]

Societal, Technology and COVID-19 Trends

by Brad VanAuken

As marketers, we need to stay abreast of societal and technology trends. Here are some trends that will have large impacts on our lives:Societal trends:While globalization continues, nationalism and “buy local” trends increaseRise of the global middle class while the US middle class stagnatesIncreased tribalism in the USGlobal climate change and its consequences – increased […]

Brands, Ethics and Authenticity

by Brad VanAuken

I have written a lot about how brands can tap into deep attitudes, values, hopes, fears and other emotions to sell their products and services. Compared to selling attributes, features and functional benefits, it works extraordinarily well. Having said that, far too many brands have built their foundations on these deep emotional promises, promises that […]

Discover Your Truth, Live Your Truth

by Brad VanAuken

Brad VanAuken is inviting you to a scheduled Zoom meeting.Topic: Discover Your Truth, Live Your Truth WebinarTime: May 14, 2020 12:00 PM Eastern Time (US and Canada)Join Zoom Meetinghttps://us04web.zoom.us/j/75364836162?pwd=aHg3ZmgrOEhOVTNUMjQ3Nnk5aGM4dz09Meeting ID: 753 6483 6162Password: 7wf27z

Virtual Brand Positioning Workshop

by Brad VanAuken

You may know that BrandForward has conducted more than 150 successful brand positioning workshops for some of the top brands in the world. These workshops were designed to achieve leadership team consensus around emotionally compelling unique value propositions for those brands. Today, in the COVID-19 environment, it is more important than ever to craft a […]

Brand Building During COVID-19

by Brad VanAuken

What can brands do when people are stuck in their houses and not able to eat out, shop at local shopping centers, go to concerts or do anything else that is not connected to “sheltering in place” and home delivery? And what can brands do when people are laid off, have lost some or all […]

Marketing’s Revolving Door

by Brad VanAuken

You may have experienced marketing’s revolving door as a marketer, as an HR professional or as a business manager. The median tenure of a chief marketing officer is 27.5 months but some organizations are replacing marketing people at all levels as frequently as annually. Obviously, this is not ideal.One could surmise that one or more […]

Need-Based Marketing

by Brad VanAuken

When you stop to think about it, isn’t all marketing need-based marketing, especially if you include desires under the umbrella of needs? After all, desires are psychological needs, whether what a person desires is ultimately good for him or her or not. So what do people need?More timeMore moneyMore respectMore self-respectMore attentionMore social statusMore intellectual […]

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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://prolificmarketing.org/?p=1559] "Business Owner Interview with Mackenzie Frederick of Mackenzie Frederick State Farm"
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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://www.k2website.com/?p=2136] "Small Business Saturday – 11/28/20"
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Diag| Considering item [https://www.k2website.com/?p=1954] "Do you want to stand out from your competition? Animated video is a great solution."
Diag| Considering item [https://www.k2website.com/?p=1945] "Magnolias, bikes and a break from Zoom"
Diag| Considering item [https://www.k2website.com/?p=1912] "We love helping our clients shine"
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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"
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Diag| Considering item [https://abcideabased.com/?p=6515] "How PR Surveys & Polls Create Earned Media in 2020"
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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| Polling feed [http://hudsonvalleypublicrelations.com/feed]
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"
Diag| Considering item [https://hudsonvalleypublicrelations.com/?p=7707] "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| Considering item [https://hudsonvalleypublicrelations.com/?p=7625] "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| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-3022066626280324944] "Brands & Browser Functionality"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-4737478327804567922] "Do you know how non-customers perceive your brand?"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-5390075809923877769] "Dick's New Destination Store"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-7985194356233222868] "Global Competition & The Increased Importance of Carefully Crafted Messaging"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-4533712602744170101] "H-E-B Brand the Big Winner in the Texas Energy Outage"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-8420386252142171113] "Brand Spokespeople and Characters"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-4156856755719841433] "Customer Brand Insistence Revisited"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-3803661061558308900] "Brand Identity & Architecture"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-657255272518214926] "Pivoting Your Business During COVID"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-7701503236070138628] "The Evolution of the Trump Brand"
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Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-2457189808829041352] "Retro Brand Imagery with Sexual Overtones"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-1719551795998715228] "Pretend Your Brand Has Died..."
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-1652288710161389810] "The Importance of Color in Brand Identity"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-6209001211699778783] "Developing the Brand Plan"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-9111065962288121671] "Affluence & Frequency of Purchase"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-3903698711303891323] "Out-of-the-Box Marketing Techniques"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-8550559923282033097] "Brand Benefit Cues"
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Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-6512336741122643912] "Tapping Into Human Needs"
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Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-3439125574032224760] "Transitioning to e-Commerce"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-7825132752566699683] "Comprehensive Brand Positioning Course"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-5496984139570470033] "Marketing and Marketing Communication Are Not the Same"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-1302759033964348860] "Marketing to Human Needs"

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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"
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Diag| Considering item [https://suddenwriteturn.com/?p=7049] "May the force be with you. Always."
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Diag| Considering item [http://suddenwriteturn.com/?p=3820] "Cancer: A Retrospective"
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Diag| Polling feed [http://feeds.feedburner.com/CorporateCommunicationsInc-MostRecentBlogPosts]
Diag| Considering item [https://www.corporatecomm.com/blog/virtual-holiday-cookie-bake-off] "Virtual Holiday Cookie Bake-Off"

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Diag| Considering item [https://www.corporatecomm.com/blog/top-5-email-marketing-blunders-dont-make-these-email-marketing-mistakes] "Top 5 Email Marketing Blunders (Don’t make these email marketing mistakes)"

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Diag| Considering item [https://www.corporatecomm.com/blog/top-5-business-growth-email-marketing-tactics] "Top 5 Business Growth, Email Marketing Tactics"

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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/password-security-what-makes-a-strong-password] "Password Security - What Makes a Strong Password"

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Diag| Considering item [https://www.corporatecomm.com/blog/get-to-know-bethany-dudek] "Get to Know: Bethany Dudek"

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Diag| Considering item [https://www.corporatecomm.com/blog/how-to-craft-social-media-content-that-people-want-to-read] "How to Craft Social Media Content That People Want to Read"

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Diag| Considering item [https://www.corporatecomm.com/blog/ip-propagation-the-waiting-game] "IP Propagation: The Waiting Game"

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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/matthew-mitchell-named-president-of-corporate-communications-inc] "Matthew Mitchell Named President of Corporate Communications, Inc."

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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| 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| 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| Storing alternate revision of existing post # 19013, "Booyah Patrol"
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| Storing alternate revision of existing post # 19019, "Eye Opening Short Film"

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