by Jeff Slater | Mar 29, 2018 | Branding Issues, Interesting Brands, Marketing Advice
We notice things when patterns are broken, unexpected and odd. Marketing is filled with the chance to do something daring, unconventional and outside of what everyone else does. Most brands are too scared, too lazy or too unimaginative to try. They want to join with...
by Jeff Slater | Mar 25, 2018 | Interesting Brands, Marketing Advice, Marketing Start Ups
Everyone has a competitor. As hard as we try, almost every business and product is compared to another company or brand. The challenge is to be prepared to explain, how are you different in a way that matters to your audience. Several months ago, a client needed help...
by Jeff Slater | Mar 22, 2018 | Interesting Brands, Marketing Advice, Marketing People
You can market a product by making up a story and screaming it to a disinterested audience. Or, like UR Bath & Body, you can hire women in crisis to be part of your workforce and create a meaningful WHY behind your brand. Marketing doesn’t need to focus on the...
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...
