by Jeff Slater | Jul 29, 2016 | Marketing Advice
This week I got to speak to a CEO of a company that was started more than 50 years old. The business grew for many years but the last decade has been stagnant and flat. The CEO has slowly realized that they needed a digital transformation. Instead of living in the...
by Jeff Slater | Jul 27, 2016 | Marketing Advice
We live in a digital world where emotion needs to grab you through whatever screen you have in your face. Rational arguments take a back seat to stories that touch you deeply. It is so easy to forget this because we over-rationalize the importance of relevant...
by Jeff Slater | Jul 25, 2016 | Marketing Advice
Some problems feel impossible, but two Australian buddies decided they needed to do something to help the homeless. So they decided to wash their clothes. Lucas Patchett and Nicolas Marchesi decided that if they could bring some dignity to the homeless people they...
by Jeff Slater | Jul 22, 2016 | Interesting Brands, Marketing Advice, Marketing Start Ups
In 1982 an emerging computer company was roaring onto the stage. Osborne computer had the world’s first “luggable” computer. It was portable, but it was so heavy at 26 pounds, that you didn’t just carry it – you hauled it around. But it was a leading computer...
by Jeff Slater | Jul 20, 2016 | Marketing Advice
In Hollywood, when someone pitches a new movie, they often anchor the elevator version of the pitch as a mashup. Star Wars meets The Simpsons. You collide two worlds together to help quickly explain the idea. Brands need this type of shorthand too. It helps others...
by Jeff Slater | Jul 18, 2016 | Marketing Advice
Brands can help position themselves by using brand Judo to define their competitors. Without a competitive contrast, a brand can lack a frame of reference. Often brands use their competitor’s perceived weakness to magnify their strength. Brand Judo is the...
