by Jeff Slater | Oct 13, 2019 | Marketing Start Ups
Jane built an outstanding accountancy business and never once thought about her competition. She understood that if she could serve her clients not by focusing on competitors, but by focusing on collaborators; she’d build a powerful and loyal list of clients through...
by Jeff Slater | Oct 10, 2019 | Marketing Advice, Personal Stories
Since I no longer work in an office, I don’t need to get a lot of shirts dry cleaned. So, when I walked into my neighborhood dry cleaners for the first time in almost a year, I was surprised to be greeted by name by the owner. Sandra must have hundreds of customers,...
by Jeff Slater | Oct 8, 2019 | Marketing Advice, Personal Stories
After the last of many stakeholder interviews I did with my new client’s customers, I reviewed my comprehensive notes and found no one mentioning technology. The company had invested millions in new tech only to find that growth was flat. They spent millions on a new...
by Jeff Slater | Oct 6, 2019 | Branding Issues, Marketing Advice, Personal Stories
Brands that struggle often need reimagination. But when you find a company in free fall, sometimes there is little you can do but get out of the way and let it crash. It can be easier to build from the ground up or start fresh, then to try and fix the airplane while...
by Jeff Slater | Oct 3, 2019 | Advertising, Branding Issues, Interesting Brands, Marketing Advice
One of my clients wanted to explain to prospects about one of the services they offer. It was technical, scientific, and quite complex. Every time they explained to me what they did, it went over my head and was difficult to follow. My client offers an alternative to...
