by Jeff Slater | May 8, 2017 | Branding Issues, Marketing Advice
I read a Bernadette Jiwa’s blog post about how to put together an ‘about me’ section of a website. It reminded me of a recent pattern that I have observed in conversations with small businesses. Everyone wants to know, where do I start in building my site? What is a...
by Jeff Slater | May 5, 2017 | Branding Issues, Marketing Advice, Personal Stories
I guess I’m a dream builder who loves a challenge. Over thirty years, I have helped to name products that were formerly commodities that needed a creative brand that told a story. A toy can’t be called pieces of foam to build a pirate ship. It needs a name...
by Jeff Slater | May 3, 2017 | Marketing Advice, Marketing Books
There is a brilliant new book by Sheryl Sandberg and Adam Grant called Option B. Sheryl, the COO of Facebook lost her husband, David Goldberg (Former CEO Launch Media and Survey Monkey), last year to a sudden heart condition. Adam teaches at The Wharton School and has...
by Jeff Slater | May 1, 2017 | Branding Issues, Marketing Advice
Lately, a word has become popular in the marketing universe. Friction. How can you eliminate the friction of doing business with your company? Or, how can you remove the friction (resistance) that a consumer experiences when they want to buy from you and you make them...
by Jeff Slater | Apr 28, 2017 | Marketing Advice
It is no secret that retailers and shopping malls are suffering. They are having a difficult time getting consumers to shop in a brick and mortar store, versus online. JC Penny’s, Sears, Gap, Wet Seal and dozens of others are clothing stores trying to adjust to the...
by Jeff Slater | Apr 26, 2017 | Marketing Advice
Often the first question I ask new clients is to describe the community they serve? Simply put, who is your target audience? I get a mix of reactions that include: Everyone in the world Women Everyone in our category People in business Everyone with cash It isn’t easy...
