by Jeff Slater | Oct 3, 2016 | Interesting Brands, Marketing People
James runs a bike shop in a small mid-western town. It is a small business that he started from scratch because he loves all things about bikes. Since he didn’t have any knowledge of business, he thought he’d create a shop that he would want to come to if he were a...
by Jeff Slater | Sep 30, 2016 | Branding Issues, Marketing Advice
The marketing director of a small but growing gluten-free pasta company was stuck. They tried so many different marketing approaches to reach customers but nothing worked. As they shared the details with me I uncovered an important missing element. Everything was a...
by Jeff Slater | Sep 28, 2016 | Foodpreneurs, Marketing Start Ups, Personal Stories
Over the last few months, I interviewed ten owners of small to mid-sized food and beverage companies to learn more about their marketing efforts. Some companies are in their first year while others are in their second decade. Having built a food business with my wife,...
by Jeff Slater | Sep 26, 2016 | Foodpreneurs, Interesting Brands, Marketing Advice, Marketing Start Ups
Among shelves filled with fancy water with the essence of lavender, vitamins or from deep below the ground in Bora Bora, is a water named Fred. Fred. Instead of gorgeous graphics or elegant bottle shape is a flat, flask-like product that is disruptive by being –...
by Jeff Slater | Sep 23, 2016 | Marketing People
Belkin’s CMO, Kiernan Hannon believes that the idea of turning over a new product launch in just one person’s, or even several people’s, hands until market-ready is unthinkable. He observed that in too many companies, there is a concentration of...
