by Jeff Slater | Mar 13, 2018 | Branding Issues, Foodpreneurs, Interesting Brands, Marketing Advice
Most of us marketing finks will tell you that branding is all about the backstory. Treasury Wine Estates is using an iPhone app to have their 19 Crimes wine brand have their labels tell you their story. Each label shows a British convict who was sent to a penal colony...
by Jeff Slater | Mar 8, 2018 | Interesting Brands, Marketing Advice, Personal Stories
The CEO, CMO, and COO all told me the same story. They believed that their signature product was no longer relevant to their market. Worried about customers leaving, they asked for some help to fix that problem. But the data said something else. After a painstaking...
by Jeff Slater | Feb 20, 2018 | Interesting Brands, Marketing Advice, Marketing People
There is only one valid definition of business purpose: to create a customer… Because it is its purpose to create a customer, any business enterprise has two — and only these two—basic functions: marketing and innovation… Peter Drucker, Legendary Management...
by Jeff Slater | Feb 15, 2018 | Interesting Brands, Marketing Advice, Marketing Start Ups
Marketing professionals look in the mirror and have reflections filled with angst over their competition. They watch with great anticipation to see what they will do next, how they respond to market changes and they get obsessed about how they price their products. Of...
by Jeff Slater | Feb 8, 2018 | Branding Issues, Interesting Brands, Marketing Advice
Marketing requires energy, excitement, and teasing. The movie industry understands this better than most and has used trailers to help gain awareness and anticipation. Marketers don’t often think like Hollywood, and they are missing an important tactic. Almost a third...
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...
