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
Find Your Brand Essence
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