by Jeff Slater | Feb 17, 2017 | Marketing Advice, Personal Stories
There is a remarkably simple exercise that I share with clients to help them understand storytelling for their brand. It involves shoes. I like to bring several pairs of shoes into a conference room and to ask what is the story each of the people wearing these shoes...
by Jeff Slater | Feb 15, 2017 | Branding Issues, Marketing Advice
Writing copy for a website, brochure or other marketing communications is very difficult for most small to mid-sized business owners. They ask a marketing professional to help them but unfortunately, they want to stuff every feature into the material. Most marketing...
by Jeff Slater | Feb 13, 2017 | Interesting Brands, Marketing Advice
I received a call from a business that needed help with their marketing. This company’s product development team came up with a new product, and their brand manager is ready to launch it. They asked if I can help the company with the marketing. I politely informed...
by Jeff Slater | Feb 10, 2017 | Advertising, Marketing Advice
As I rounded the corner and saw the hand-painted wall, I knew I had stumbled upon something special. It wasn’t a billboard but a work of art that was also an advertisement. It was playful and covered the side of a building, and it captured my imagination telling a...
by Jeff Slater | Feb 8, 2017 | Branding Issues, Marketing Advice
Brands are sometimes like swimmers, caught in a rough ocean current requiring help. The more a distressed swimmer flaps their arms and legs, the more difficult it is to get back home. When the swimmer relaxes and calmly evaluates the situation, they can swim cross...
by Jeff Slater | Feb 6, 2017 | Marketing Advice, Marketing Start Ups
The conventional way to enter an industry is to do what everyone else is doing. How would you enter the mattress business and differentiate your brand? Here are some facts: There are 600 mattress companies, Temper-Sealy does $3B in sales, 47% of mattresses sell in...
