In a society where more and more information is thrown at you everyday, the importance of keeping your brand’s message succinct cannot be overstated. That is the topic of my latest post for the Canadian Marketing Association blog. Share this:
Too often brand strategists view brand benefits as a choice between emotional or rational. You need to focus on one, often to the detriment of the other. In fact, the combination of the two must work in concert with each … Continue reading
This is the season when many bloggers like to offer up their predictions for the coming year. As tempting as that may be, I will leave that to others. Instead, I would like to put forth a challenge for 2012. … Continue reading
I always try to emphasize the importance of emotional benefits that brands can provide and their distinction from rational benefits. Almost everyone agrees with this basic premise for brands that market directly to consumers, but many remain skeptical about touting … Continue reading
Technology is making it possible for marketers to target and customize advertising messages in new and exciting ways. In my latest post on the Canadian Marketing Association blog, I discuss how this is leading to the end of the traditional … Continue reading
Groupon has been the subject of a lot of negative press over the past few months. Despite enjoying a successful IPO, critics deride the validity of their business model and their long-term prospects. While I agree with many that Groupon … Continue reading
A new study came out from eMarketer this week with some fascinating data. It showed that marketers view the impact of new trends on the industry differently from how they view those trends impacting their own brands. Some of the … Continue reading
All too often, when marketers get their hands on a new tool they resort to using discounts as a way of providing value to customers. This may generate a short term spike in sales, but can erode the brand over … Continue reading
Marketers and strategists love to review the brilliant logic of their latest brand strategy. The rationale for a campaign, promotion, or product launch is regularly analyzed to death to ensure that it is flawless. But too often this doesn’t matter. … Continue reading
What need does your product or service fulfill for your customers? This may sound simple, but if you take a bit of time to think about it, the answer may surprise you. A quick example. A few weeks ago I … Continue reading
