by Jeff Slater | Jun 7, 2022 | Advertising
Advertising Works All brands are constantly losing customers and gaining new ones. The trick is to keep your brand growing by reinforcing and reminding consumers and clients about you. Paid advertising is a tactic commonly deployed to help your product or service stay...
by Jeff Slater | Mar 2, 2021 | Branding Issues, Interesting Brands
My marketing consulting business, The Marketing Sage, is not McKinsey & Company. I don’t expect anyone who hires me to be confused. But I use this comparison as part of a differentiation dance because I want to clarify who we aren’t. The Marketing Sage...
by Jeff Slater | Jun 4, 2020 | Marketing Advice, Marketing People
One of the most valuable marketing lessons I learned happened when I was snapping into a Slim Jim in 1994. As VP of Marketing for GoodMark Foods, we owned a portfolio of snack food brands, including the iconic Slim Jim and several other brands in the meat snack...
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 | Jul 15, 2018 | Branding Issues, Marketing Advice, Personal Stories
Brands have to wrestle with reality and its perception every day. Products can be positioned as fake, artificial or nasty by competitors causing brand managers to be on the defense and reactive. Or, products can be positioned as authentic, real and good by your brand...
