by Jeff Slater | Jul 15, 2018 | Branding Issues, Marketing Advice, Personal Stories
Brands have to wrestle with reality and its perception every day. Products can be positioned as fake, artificial or nasty by competitors causing brand managers to be on the defense and reactive. Or, products can be positioned as authentic, real and good by your brand...
by Jeff Slater | Jul 12, 2018 | Branding Issues, Marketing Advice
As Seth Godin reminded me this week, we all have an origin story. Superman had his story about coming from Krypton and Ben & Jerry have told their tale about taking a correspondence course to learn how to make ice cream. These origin stories are a vital part of...
by Jeff Slater | Jul 10, 2018 | Branding Issues, Marketing Advice
From time to time, I’ll get questions from readers about marketing issues. Some are basic, and some are incredibly complex. This post will answer a few of these inquiries. What is the difference between marketing and branding? Janice from Portland, Oregon...
by Jeff Slater | Jun 17, 2018 | Branding Issues, Marketing Advice, Marketing Start Ups, Personal Stories
A marketing plan is a lot like scaling a mountain and should answer three questions: Where are we now? Where is our brand’s today’s – what is the current situation? Where are we going? The direction must align with the business’ vision and mission. How will we get...
by Jeff Slater | Jun 12, 2018 | Branding Issues, Marketing Advice
A word exists in the marketing lexicon called attribution. How do you attribute an action to an activity? For example, let’s say we had a marketing campaign consisting of billboards, email, websites, tradeshows and public relations. How can you attribute a sale to one...
by Jeff Slater | Jun 5, 2018 | Branding Issues, Interesting Brands
A brand can be a signal of quality. A friend recently gave me a solo piano album of music by Benny Andersson, from ABBA. The music is evocative, melancholic and soulful. As he handed me the CD, he pointed out the DG logo (Deutsche Grammaphon). Any CD that I have ever...
