by Jeff Slater | Jun 1, 2015 | Interesting Brands, Marketing Advice
A commodity brand is interchangeable and no one wants to remark about it. It has no reason for people to share the story of what you offer. If you went away, no one would miss you or your work. Commodity brands swim in an ocean of sameness? Have you asked yourself why...
by Jeff Slater | May 29, 2015 | Interesting Brands, Marketing Advice, Marketing People, Personal Stories
Brands are in a fight for attention. They need to go beyond collecting reams of data to understand how a consumer engages with a product or service. Big data doesn’t trump emotions and values. You can’t just talk about features of your product anymore. At the...
by Jeff Slater | May 27, 2015 | Marketing Advice, Marketing Books
Jim Collins brought the phrase Big Hairy Audacious Goal (BHAG) into our lexicon. I always loved the notion of having a promise that is wild and hairy for a brand. Can businesses do something so outrageous that it stops you in your tracks and grabs your attention? ...
