Archive for the ‘Branding’ Category

If I had a dollar for every time I heard someone talking about marketing personas, I’d have enough liquid cash to bankroll my very own low-budget indie film. Those lovable avatars that represent our target audiences are discussed on a daily basis from the classroom to the boardroom, and rightly so. Well-defined personas are critical to every marketing strategy. But have you ever noticed that marketers rarely, if ever, talk about the most important persona of all?

Sure, we have Becky the soccer mom, carting her three kids to and fro with hardly a minute to spare. There’s also F...
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In today’s buyer-empowered marketplace, it is becoming increasingly difficult for companies to establish brand loyalty and effectively reach their target demographics. Audiences have become deafened to companies’ self-promotion, and standard marketing practices are falling short. In recent years, integrated marketing strategies have replaced more singular efforts. However, campaigns are oftentimes still missing a valuable component that is proven to broaden campaign reach and build brand loyalty: Experiential marketing.

Experiential marketing, also referred to as event marketi...
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I visited Napa recently for nearly a week of eating, drinking and touring. For years, I have wanted to go, so when we finally scheduled the trip, with an incredible itinerary, our expectations were high. The “Napa experience” is legendary, and we were not disappointed. The trip was everything I hoped for – great weather, food that tasted like it came from the garden just hours earlier, friendly people and wines that made me wish I could give it all up and cultivate vines for a living. The trip was all that I expected … except for The French Laundry.

I’ll admit upfront ...
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Last night I had the pleasure of presenting to a group of entrepreneurs at theCorzo Center at the University of the Arts.  The topic was “Moving Your Ideas Forward,” where I talked about brand building and what that means to brand success. Connect to presentation here.

What I liked best about the night was the excitement that young entrepreneurs have for their companies.  Everything is shiny and new, and the journey is just beginning.  I have always loved this time in the lifecycle of a company.  It’s all about potential and opportunity.  This is where branding begins...
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In Part 1 of my review of Brand Simple, I focused on brand-related definitions and an explanation of Allen Adamson’s 5 steps to helping your brand succeed.

Another key takeaway from the book is Adamson’s explanation of the Brand Asset Valuator (BAV) – an incredibly powerful proprietary diagnostic tool for understanding how a given brand is performing relative to all other brands in the market.

To begin the analysis you must score the brands for: