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...
by Jeff Slater | Jul 15, 2016 | Marketing Advice
Imagine pitching an investor a business that you are trying to sell. Instead of starting off with all the reasons the business will have “hockey stick” growth, imagine starting with a slide that list five reasons this business isn’t going to succeed. Catches you off...
by Jeff Slater | Jul 13, 2016 | Marketing Advice
You get assigned to create a marketing plan for your company’s new product launch. What is the best process to follow toward success? The following is the advice I often give clients. Creating a Marketing Plan Identify the stakeholders. Who is going to have...
by Jeff Slater | Jul 11, 2016 | Marketing Advice
Brands often need new momentum in a different direction. They get stuck in a business that made sense ten years ago (or ten minutes ago). How do you shift the energy forward toward a new destination and head down a different fork in the road? I’m fond of the word...
