by Jeff Slater | Jun 1, 2015 | Interesting Brands, Marketing Advice
A commodity brand is interchangeable and no one wants to remark about it. It has no reason for people to share the story of what you offer. If you went away, no one would miss you or your work. Commodity brands swim in an ocean of sameness? Have you asked yourself why...
by Jeff Slater | May 29, 2015 | Interesting Brands, Marketing Advice, Marketing People, Personal Stories
Brands are in a fight for attention. They need to go beyond collecting reams of data to understand how a consumer engages with a product or service. Big data doesn’t trump emotions and values. You can’t just talk about features of your product anymore. At the...
by Jeff Slater | May 27, 2015 | Marketing Advice, Marketing Books
Jim Collins brought the phrase Big Hairy Audacious Goal (BHAG) into our lexicon. I always loved the notion of having a promise that is wild and hairy for a brand. Can businesses do something so outrageous that it stops you in your tracks and grabs your attention? ...
by Jeff Slater | May 25, 2015 | Marketing Advice
Every day I write down several ideas for new businesses. It keeps my creative brand in shape just like others go to the gym to work out their abs. My kids will attest to our dinner table conversation when they were little when I’d asked them to create a new...
by Jeff Slater | May 22, 2015 | Marketing Advice, Personal Stories
I had a request for marketing advice from a budding entrepreneur who wanted to start a restaurant. He loved to cook and was excited about the challenge. But he knew he had to think about the marketing of the business before he sautéed his first shitake mushroom. He...
by Jeff Slater | May 20, 2015 | Marketing Advice, Marketing People
How are you being helpful to your clients and customers? Is your marketing philosophy focused on being useful and solving their problems or is it focused on your internal needs as a business? The helpful marketer knows that when you provide value to customers,...
