by Jeff Slater | Apr 12, 2020 | Branding Issues, Interesting Brands, Marketing Advice
The challenge for any brand is to develop a brand personality that brings to life their brand’s promise. The place where most brands fail is that they don’t find an ownable word or phrase that they can execute along with every touchpoint with the consumer. Great...
by Jeff Slater | Apr 7, 2020 | Marketing Advice
When you think about marketing a commodity like water, gasoline, or copper, you realize that any brand or service can be made special. There are many ways to differentiate the actual product from the way you sell and position it to your targeted consumer. I counted...
by Jeff Slater | Apr 5, 2020 | Branding Issues, Marketing Advice
Did you ever hear the story of a world-renown cellist who earned more than one thousand dollars per minute to play at legendary venues like Carnegie Hall or La Scala? Consequently, his brand had such value that it wasn’t unusual for him to earned $150,000 playing for...
by Jeff Slater | Apr 2, 2020 | Marketing Advice, Marketing Start Ups
In these tumultuous times, the fundamentals of marketing still apply. We buy because of perceived value. That mop that cleans 10X more thoroughly or the wireless printer that connects itself automatically demonstrates a compelling benefit to the user. If your business...
by Jeff Slater | Mar 31, 2020 | Marketing Advice, Marketing People, Personal Stories
Britt Carter has been a trusted advisor, colleague, and friend since 1994. I learned the art of public relations and reputation management from this calm and thoughtful human being. His superpower revolves around crisis management and the subtle art of earned media....
by Jeff Slater | Mar 29, 2020 | Marketing Advice
We are all experiencing chaos and fear due to our social distancing and confinements. I have been thinking about business life after we all emerge from our hibernation. How will things be different, and what does it mean to return to normal after Covid 19? What will...
