by Jeff Slater | Feb 1, 2018 | Branding Issues, Interesting Brands, Marketing Advice, Personal Stories
As the winery executive walked down the Unified tradeshow aisle, she stopped, looked at a banner sign with a headline and declared, “that’s my problem.” The sign said, BREAK YOUR EXCEL HABIT. My client, Business Impact from Chapel Hill, NC consists of a team of data...
by Jeff Slater | Jan 30, 2018 | Branding Issues, Marketing Advice, Marketing People, Marketing Start Ups
Brands that soar tend to be eliminators. They get rid of one big thing in the category. Great brands remove something everyone expects from an experience. Ikea is the furniture store that doesn’t sell you assembled furniture. You do that work yourself. Carroll’s...
by Jeff Slater | Jan 25, 2018 | Branding Issues, Marketing Advice, Marketing People
Wait, what? Yes, the good old fashion telephone is the most consequential tool for most marketers. It is ignored and left out of most marketing plans. Why aren’t outbound phone calls by you or your team part of your plans? (I’m not talking about telemarketing)....
by Jeff Slater | Jan 23, 2018 | Branding Issues, Marketing Advice
What is brand awareness? If I mention a brand name (product or company), you should immediately conjure up images of who they are, what they sell and an image about the company. A well-defined brand like Disney or Starbucks is easy to understand because of how deep...
by Jeff Slater | Jan 9, 2018 | Branding Issues, Foodpreneurs, Marketing Advice
My wife and I love blueberries, especially when they are big, fat and plump. We can’t get enough of them all year long. We especially love the Gold Cup brand blueberries that connect to us emotionally with little ‘fortune cookie-like’ saying on the outside of the box....
by Jeff Slater | Jan 7, 2018 | Branding Issues, Marketing Advice
Backstory telling is a new lens on storytelling according to Rohit Bhargava’s new book Non-Obvious Trends for 2018. When you go back to a brand’s origin story, you can reconnect the brand to its roots and brew interest. Marketing today is different from the past....
