by Jeff Slater | Mar 18, 2018 | Branding Issues, Marketing Advice
Go to a website you have never visited. Set your timer on your phone to 8 seconds. Browse the site. When the buzzer goes off, can you tell what that company featured on that website does? Customers quickly view most marketing materials at a glance. A quick look at a...
by Jeff Slater | Mar 15, 2018 | Marketing Advice
Three years ago, I walked into a business that felt like it was 1982. The office staff had older computers on their desk, but their business model hadn’t changed in at least 30 years. They did just about everything the same way as when they started in the late...
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 11, 2018 | Marketing Advice, Marketing People, Marketing Start Ups
How do you shake up an industry that is over 100 years old? Probably with a POP. John Wise and Wombi Rose became best friends at Webb Institute, a private engineering institute in Glen Cove, NY. Participants in their program at Webb earn a degree in naval architecture...
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 | Mar 6, 2018 | Marketing Advice
Why did you start your business? What was the original goal you had in mind? Who was the audience you chose to serve? How did you imagine you would be meaningfully different from your competitor? Do you (or someone at your company) genuinely understand the original...
