by Jeff Slater | Mar 2, 2021 | Branding Issues, Interesting Brands
My marketing consulting business, The Marketing Sage, is not McKinsey & Company. I don’t expect anyone who hires me to be confused. But I use this comparison as part of a differentiation dance because I want to clarify who we aren’t. The Marketing Sage...
by Jeff Slater | Feb 18, 2021 | Branding Issues
Rebranding is one of the most common topics I hear from businesses struggling with their brand. I like to start with an audit to understand both internal and external perceptions of the brand. This quick research gives me a baseline to understand challenges and...
by Jeff Slater | Feb 16, 2021 | Branding Issues, Marketing Books
A guest post from Minter Dial a leader in branding, leadership, and transformation. We met through LunchClub.ai If I sell shampoo, conditioner, or widgets, do I need to have a bigger purpose? If you’re in marketing, you’ll know how commonplace it is to...
by Jeff Slater | Feb 7, 2021 | Branding Issues, Marketing Advice
A value proposition isn’t a mystery. I’m working with a client on developing a statement of their value proposition. Their CFO – a bit of a skeptic about marketing ask me what the heck is a value proposition? I love this type of opportunity because I...
by Jeff Slater | Jan 26, 2021 | Branding Issues, Foodpreneurs
One of my favorite marketing books is by Mark Barden, and Adam Morgan is called Beautiful Constraints. Mark is a partner at a marketing agency called Eat Big Fish, and they focus on challenger brands. This year, they have published a list of brands to watch in 2021....
by Jeff Slater | Jan 24, 2021 | Branding Issues
Strategy comes from the Greek word strategio, which means general – but implies the idea of a general’s wisdom or general’s knowledge. Strategy began as a military framework. A brand strategy needs to be easy to understand and not confused by the jargon....
