by Jeff Slater | Jun 14, 2017 | Marketing Advice, Marketing People
When you glance at a magnificent vista with a wide-angle lens on your camera, you see mountains, lakes, forests and blue sky. When you glance at the same magnificent vista with a telephoto lens, you might only notice the leaves on the tree. Marketers need to strap on...
by Jeff Slater | Jun 12, 2017 | Foodpreneurs, Marketing Advice, Marketing People, Personal Stories
I have been fortunate to have worked with some extraordinary entrepreneurs in my career. Some were short-term projects like working with Ben Cohen from Ben & Jerry’s when we made a Rachel’s Brownies Ice Cream together. Another was with digital...
by Jeff Slater | Jun 5, 2017 | Branding Issues, Interesting Brands, Marketing Advice, Marketing People
Oh, joy, another coffee brand. But this is not just another coffee brand. The owner was smart to create a brand position that requires him to filter his marketing (and his coffee) by making the powerful promise that Death Wish Coffee is the world’s strongest coffee. ...
by Jeff Slater | Apr 12, 2017 | Marketing Advice, Marketing People
A student from NC State asked me for some advice about becoming a marketing professional. We talk about my career and the twists and turns I experienced. When I learned that this rising senior had a summer marketing intern program at an insurance company, I gave him...
by Jeff Slater | Apr 10, 2017 | Foodpreneurs, Marketing Advice, Marketing People, Personal Stories
It is so easy to be disappointed by a brand’s inconsistent behavior. Their ads say one thing but your experience is the opposite. But I notice when someone cares about their brand. How closely are you paying attention? Trust, promises, and details matter. Trust,...
by Jeff Slater | Apr 3, 2017 | Marketing Advice, Marketing People, Marketing Start Ups, Personal Stories
I meet a lot of entrepreneurs who are confused. Some are running lifestyle businesses that would stop without them. They tend to be undercapitalized, and the company runs them. I like to ask them if they are trying to run a lifestyle versus growth business? Others are...
