by Jeff Slater | Dec 2, 2015 | Foodpreneurs, Interesting Brands, Marketing Advice, Marketing People, Marketing Start Ups, Personal Stories
Everyone tells Mary that her cheesecake is so good, she should sell it to the local neighborhood gourmet specialty store. Paul makes an unbelievable Bloody Mary with a secret mix that he concocted, and his brother wants him to market it to Trader Joes or the local bar...
by Jeff Slater | Nov 23, 2015 | Advertising, Marketing Advice, Marketing Start Ups, Personal Stories
In 1976, when I started working with my wife to build Rachel’s Brownies, our wholesale bakery business, I didn’t understand marketing. In fact, I confused marketing with advertising. In college, I never paid much attention to business or marketing. Ironically,...
by Jeff Slater | Nov 16, 2015 | Interesting Brands, Marketing Advice, Marketing Start Ups, Personal Stories
As many of you know, my younger daughter Fanny won the Rachael Ray Great American Cookbook Competition. Her cookbook, Orange, Lavender & Figs, is being published in March 2016 by Atria, a division of Simon & Schuster. (You can preorder it here). Fanny wanted...
by Jeff Slater | Nov 6, 2015 | Marketing Advice, Marketing People, Personal Stories
Marketers who genuinely understand how marketing works put help first in their relationships with their target audience. They move away from selling to serving. They shift to being useful and away from annoying. They understand that customers don’t buy from business’...
by Jeff Slater | Nov 2, 2015 | Interesting Brands, Personal Stories
Getting your tires aligned is a thankless, boring activity. But this week, it illustrated a lesson in how a brand becomes real by the small actions you observe. Tireless Empathy I had to wait about ninety minutes to have my tires rotated and aligned this week in a...
by Jeff Slater | Oct 19, 2015 | Marketing Advice, Marketing Start Ups, Personal Stories
When you think about marketing commodities 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...
