by Jeff Slater | Feb 6, 2018 | Branding Issues, Marketing Advice, Marketing Start Ups
Over coffee, a colleague was sharing a story of a recent marketing experience. A recent campaign failed, and everyone was licking their wounds wondering what went wrong. I asked for their word. Jonathan didn’t know what I meant. What word is the center of the core of...
by Jeff Slater | Jan 30, 2018 | Branding Issues, Marketing Advice, Marketing People, Marketing Start Ups
Brands that soar tend to be eliminators. They get rid of one big thing in the category. Great brands remove something everyone expects from an experience. Ikea is the furniture store that doesn’t sell you assembled furniture. You do that work yourself. Carroll’s...
by Jeff Slater | Jan 16, 2018 | Interesting Brands, Marketing Advice, Marketing Books, Marketing Start Ups
Imagine getting on a scale that can’t tell you how much you weigh. Dan Ariely, Duke Professor, and Behavioral Scientist have come up with a product that changes how people manage their weight by completely altering the idea of a scale. Using a smart algorithm based on...
by Jeff Slater | Jan 14, 2018 | Marketing Advice, Marketing Start Ups
A guest post about segmentation from Anna Kayfitz, CEO of StrategicDB. How A Staircase Railings Manufacturing Company Used Segmentation to Drive Sales Up and Cost Down No one would think that segmentation analysis of the sales data of a Staircase Railings...
by Jeff Slater | Jan 11, 2018 | Marketing Advice, Marketing Books, Marketing Start Ups
I know, this sounds like monkey business. In a way, it is. As consumers, we all have excuses to say no to a new product or service. It is too expensive, risky or complicated. They make me give them my credit card and fill out a complicated form. Or, I don’t want to...
by Jeff Slater | Jan 1, 2018 | Marketing Advice, Marketing Start Ups
How will you start the new year? We often think the best place to start our work is at the beginning. With everything in place, we can hit the start button and begin. We venture on a logical path forward knocking out each task and action item. Often, the best place to...
