Brand Audit

Have you ever audited your brand?  Audit?  Isn't that for taxes?  Yes it is.  And it can be unpleasant.  However, audits often weed out the things that need to change in your finances.  Brand audits can show you what may need to change in your branding. Any good branding audit should: - Identify branding elements that are out of alignment - Explain why those elements are out of alignment - Suggest how to...

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Traditional...Non-Traditional...

Traditional...Non-Traditional. Traditional...Non-Traditional. Aren't these terms just labels meant to edify the decision a CMO or Director of Marketing has made where to make their media buys or marketing plans?  One goes the "proven" path, another goes down the "modern" road. Last time I checked, we don't hire Chief Traditional Marketing Officers or Director of Non-Traditional Marketing-er's.... (pardon my poor grammar and spelling...

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Are you doing anything NEW??

Jonathan Salem Baskin published an article on AdAge today that raises a fundamental "Selling 101 question": What are you doing that is NEW? It's easy to get stuck in a rut.  Everyone creates commercials.  Banner ads...been there done that.  Facebook page?  That so...last month.  Twitter bomb?  Does anyone care anymore?  Foursquare...you get the idea. Mr. Baskin takes a look at the retail segment during the...

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Message Overload

John Jantsch, founder of Duct Tape Marketing, recently posted on American Express's OPEN Forum an article on marketing confusion.  He asserts that it's impossible to sell to anyone if you over-complicate your message.  It's a back-to-basics commentary on much of today's marketing, and I have to agree. Keep It Simple Stupid (or K.I.S.S.) comes to my mind here.  John is completely right.  It is always best to have a single,...

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Dropping Consumer Confidence Equals More Marketing

Today's news that the Index of Consumer Sentiment dropped to it's third worst level since measuring began in 1952 led many to predictions of doom and gloom.  Granted, an uncertain economy, high unemployment, and an emotionally influenced stock market is bound to make any consumer timid to let go of any of their hard earned dollars.  However, it's during times like these that companies should be spending an greater amount of their dollars...

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"Post Frequenly" ... and OFTEN on Facebook

Recently, Hussein Fazal posted a piece on AdAge, presenting six, logical, fundamental steps to effective marketing through Facebook.  His third point, "Post Frequently", caught my attention.  The reason is a basic practice of effective advertising: frequency. Let's review the basic concept behind frequency: effective frequency (note the word effective) is the number of times a person must be exposed to a message before a response...

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Tag Heuer Drops Tiger Woods

Today, Tag Heuer announced the end of it's relationship with Tiger Woods.  According to Bloomberg News, the watch maker had limited it's use of Tiger Woods in it's advertising since the now infamous November 2009 car accident that led to a series of life changes for the golfer.  Seeing this announcement today reminds me that people are brands too, and they need to be nurtured and protected like any other brand. Remember, branding is...

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