Crafting the Brand Positioning Statement
A complete brand positioning statement would include the following: Brand Essence [Adjective] [adjective] [noun] (the “heart and soul” of the brand, its timeless quality, its DNA) Brand Promise Only...
View ArticleCreating New Categories Versus Battling it Out for Market Share
I have written about creating “category-of-one” brands before. Most brands spend their time trying to increase their share of existing markets. They pursue many different tactics to do so, from...
View Article4 Reasons to Use Client Testimonials
Want a fast, cheap and easy way to increase sales? Add customer testimonials to your website and marketing materials. Studies show that prospects care more about what other customers have to say about...
View ArticleAll Links Are Not Good Links
If you have experienced a decrease in your rankings and traffic since the 2013 Google Hummingbird Algorithm shift – you may have spammy links to blame. All the best SEO work can be undone today with...
View ArticleThey Say A Picture is Worth 1,000 Words
But It Tells a Better Story With A Caption Even a copywriter like me can understand the power of visual images in marketing. After all, a picture is worth a thousand words. But far too often, clients...
View ArticleTribal Branding
With declining trust in traditional institutions, people today are increasingly using brands and consumption to express their identity and signal their values. Tribes come together under what they...
View ArticleThe Subject is…Subject Lines
And how they get your emails opened and read. I’m sure you’ve all seen articles on how to write a killer email that will inspire your readers to take action—whether that’s buying your products and...
View ArticleRepositioning Versus Rebranding
Question: What is the difference between repositioning and rebranding? Answer: Rebranding has become quite popular, especially for brands that want to shed a previously negative image. For instance,...
View ArticleHow a Tagline Can Benefit Your Company – Or, how to grab your prospects’...
Taglines are short, notable phrases that help define your company and distinguish you from your competitors — all in just a few well-chosen words. Personally, I think every business should have a...
View ArticleAre You Giving Your Business a Bad Name?
Here’s a quick refresher on naming your business, product or brand. I’ve written in both my books about the importance of naming your business, but in my experience, it’s still overlooked as a critical...
View ArticleCMOs and CEOs
According to Robert Rose, Chief Strategist at Content Marketing Institute, “The Fournaise Group conducted a study that found that while 90% of CEOs do trust and value the opinion and work of both CFOs...
View ArticleThe Evolution of Branding
People have branded their livestock to indicate ownership since ancient times. Artisans and other merchants put their marks on their wares to indicate source, and with that, a level of quality...
View ArticleThe Evolution of Branding II
I had mentioned in the previous post that branding goes as far back as recorded history. However, in the modern era, outside of brand identity development, branding activities were largely confined to...
View ArticleEffective Marketing Takes Creative Risk
“Safe advertising is the riskiest advertising you can do.” – Bill Bernbach, Co-founder, BBD Advertising Agency In my book, Branding Insights for Small Business, I point out that creativity is...
View ArticleBusiness Anniversary Ideas: Let the Sell-abrations Begin! by Pauline...
Here’s a cause for celebration – your business anniversary! Why not throw yourself an anniversary party where you get some fabulous gifts: New and Repeat Business. Celebrating your business...
View ArticleThe Ultimate SEO Checklist for Website Redesign: Part I
Without proper planning during a website redesign you can decimate your organic traffic. This article is Part I in a series of articles that will create the ultimate SEO checklist for consideration...
View ArticleHow to Help Yourself with Online Reputation Management
With so many consumers researching products and services online, the importance of online reputation management for businesses is undeniable. “Reputation management is ‘the new black’ in corporate...
View ArticleUS Postal Rates Change January 22, 2017
The only thing that is certain is change. And that is certainly true for the post office. The biggest change due to take affect January 22, 2017 is that Presort Standard will now be known as Marketing...
View ArticleHow To Increase Website Conversion
Everyone wants to drive traffic to their website, but if that traffic doesn’t convert — whether that’s providing an email address, filling out a form, requesting a quote, or making a purchase — you’re...
View Article5 Fast Facts About Business Anniversaries
How long has your company been in business? When you realize that you’re nearing a milestone business anniversary – one that ends in 0 or 5 – you think about a celebration with confetti and...
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