Extending the Product Life Cycle; The Evolving Product Claim

Mike HardmanMarketing0 Comments

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

Mike HardmanMarketing0 Comments

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?

Mike HardmanMarketing0 Comments

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

Mike HardmanBranding0 Comments

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

Find Your Brand Essence

Mike HardmanBranding0 Comments

The word essence represents the qualities that define something. It’s the nature of the being. We’ve been talking about defining the qualities — what I call attributes — that make our brand what it is. Understanding your brand’s attributes helps you connect with both its functional and its emotional benefits. But the real meaning comes when you understand the motivation … Read More