Have you ever asked Why can’t I write one message for all my social media channels? Good question. One of the main reasons we want specialized content is because each social media outlet has its own culture and attitude. We want to fit in. Let’s look at the top three B2B channels: Facebook: Social site that has over one billion … Read More
Brand Semiotics & Audience Design
Semiotics is the study of signs and symbols and their use or interpretation. In the marketing sense, it looks at how consumers interpret imagery and the relationship that interpretation creates. When you see a gecko, what do you think of? Chances are, you think of the insurance giant Geico. You also, whether consciously or not, think funny, cute. Geico has … Read More
Maintain Brand Authenticity
Your agency comes to you and says they have a campaign that is “out of the box!” “attention grabbing!” Great! That’s what you want — right? Maybe not. The answer depends on your brand strategy. In an atmosphere where web links serve not to provide good content but to get you to click (an actual tactic called “clickbait”) and single … Read More
Managing the Creative Process
Many companies out there promise to drive down the cost of doing business. And some probably do. But I think there are some basic steps agencies can take to help keep their projects on time and on budget. Namely, they should develop a strategic brand map. I’ve written at length what a strategic brand map can accomplish for the brand … Read More
Purell: A Case Study In Strategy
Adweek recently published an article on the PURELL brand’s success. We played a role in its early success, and it’s exciting to see the brand sustain its effectiveness. PURELL’s parent company is GOJO, who produces products for healthy skin and on-the-go hygiene solutions. A privately owned company, GOJO is a global leader in hygiene production and marketing. Our challenge involved … Read More
Will You Keep Your Brand Promise?
It’s February. Have you kept your New Years resolutions? One resolution we, as brand marketers, need to keep in order to be successful is our brand promise. Last August, I went through the four Brand Attributes, of which your brand promise is one. And it’s an important one. Your promise represents the benefits your brand communicates to your customer. Because … Read More
Extending the Product Life Cycle; The Evolving Product Claim
Surely we’ve all seen the Cialis commercial where two people are in a bathtub looking out at the sunset, hoping that the male won’t suffer from erectile dysfunction (ED). Then the ad calls out that the product can help manage benign prostatic hyperplasia (PBH). This got me thinking about product claims. When consumers compare products, what are they comparing? They’re … Read More
Content Marketing: Establish Credibility
Content marketing, according to the Communication Advertising Marketing Foundation, was 2015’s most important digital marketing trend. As we close out the year, let’s look at this important marketing strategy. Remember that it is a strategy — or at least it should be. Marketing basics applies here too: what is your brand essence? Who is your audience? How will we measure … Read More
Who Are Your Customers?
A client of mine recently told me who their customers were — “everyone!” This is a common response. And at first glance, it makes sense: who wouldn’t want to sell to everyone? We all do! But strategic marketers know that focus is a key to success, and that a successful brand defines itself at least partially based on target audience. … Read More
Successful Brands Empower Their Employees
We just launched a new brand strategy for VISION EASE, a Minnesota-based ophthalmic lens manufacturer. The external launch took place at a major trade event as part of our strategy to influence our valued trade partners. In revitalizing the brand, we continued to build upon the established values of VISION EASE and the emotional connection it already has with its … Read More