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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 […]
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
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 […]
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 […]
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 […]
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 […]
Marketing departments are seldom given enough money to accomplish what they feel they should accomplish on behalf of their brands. And marketing budgets are some of the first to be cut when organizational belt-tightening is required. So what is a marketing professional to do?Here are some of the approaches I recommend to market brands on […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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. […]
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, […]
“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 […]
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| 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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Diag| Considering item [https://paulinebartel.com/?p=3559] "Mining “What You Want to Know” for Freelance Writing Gold"
Diag| Considering item [https://paulinebartel.com/?p=3550] "Mining “What You Know” for Freelance Writing Gold"
Diag| Considering item [https://paulinebartel.com/?p=3543] "Bartel Communications in the Chamber’s Member Spotlight"
Diag| Considering item [https://paulinebartel.com/?p=3519] "My Client’s First Business Book!"
Diag| Considering item [https://paulinebartel.com/?p=3502] "My Client’s First Novel!"
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"
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Diag| Considering item [https://hudsonvalleypublicrelations.com/?p=7930] "Behavorial Analytics Goes Beyond Google Analytics"
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"
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Diag| Polling feed [https://wordecon.com/feed/]
Diag| Considering item [http://wordecon.com/?p=110] "Example of a press release"
Diag| Considering item [http://wordecon.com/?p=72] "White Paper for B to B"
Diag| Considering item [http://wordecon.com/?p=52] "Web Content and Article for Client"
Diag| Considering item [http://wordecon.wordpress.com/?p=24] "Co-Editor of Personal Money Management Workbook."
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| Storing alternate revision of existing post # 18965, "It’s not Business As Usual in the MCC Business/Economics Department"
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| Storing alternate revision of existing post # 18967, "The DCC / Brighton Shuttle Moves Students towards Their Goals, with Hope for Future Runs"
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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 [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://fishandcrown.com/2016/10/07/instagram-star-isnt-what-she-seems/] "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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