When a company reaches the point at which it is truly a brand, and not simply a business, its leaders have to start thinking about content. The reason is simple. People expect to see content from leading brands. It’s that extra little pinch of value that keeps them interested. A …
Can Experiential Retailing Help Differentiate a Brand?
Faced with increased online retail competition and witnessing the success of the retail innovations introduced by the Apple Store, brands are looking to innovate the retail shopping experience by enhancing the in-person retail experience. This trend is now referred to as “experiential retailing”. Experiential Retailing in a Nutshell The rationale …
Inbound Marketing Step 2: Be Clear on Your Audience
Inbound marketing is a brand marketing strategy that focuses on having customers and potential customers find you. This blog post is the second in our series of posts designed to help you progress from inbound marketing wannabe to your brand’s inbound marketing hero. The first post “Is Your Brand Ready …
Farmville: When New Brand Categories Kill
“There is no competition for the drinkable computer” One of the first questions we ask our client teams before we begin branding is “Who is your competition“. Bleeding edge gear-heads and other like geniuses often fumble with this question. For example, they respond “We’re the first people to bring a …
Don’t Build Your Brand on a Weak Foundation
The process for developing a brand is usually slow, expensive, and unnecessarily complicated. However, it doesn’t need to be like that and we say that it shouldn’t be like that. The best practices for developing your brand — like any good thing — depends on getting off to the right …
Critical Branding Conversation: Audience
By Pete Kloppenburg It’s a truth so widely accepted, it seems painfully obvious to say it: One of the keys to great communication is a knowledge of your audience. This is true of your brand as well. In fact, an understanding of audience is one of the primary requirements we …