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Branding a Local vs National Company

I had the opportunity the other day to chat with a friend who is a brand marketer for a national brand. During the course of our conversation, I was struck (again) by the same-ness and at the same time, the different-ness that comes with branding a national vs. local brand. At its core, branding is… Read More

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Are You a Pioneer or a Settler?

There are all sorts of numbers being thrown out there as far as how many companies have implemented social media plans and strategies.  Most numbers are probably a little inflated.  It’s really going to come down to region and category.  There are obviously some catagories that are more suited to social media right now, similar… Read More

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Where is Your Audience?

So as a small business owner where is your audience today?  There was a time years ago when you could buy a ad in the Saturday local paper and get a decent ROI.  If you weren’t a fan of print, and were looking to build some Top of Mind Awareness (TOMA) you could reach out… Read More

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Tweeting is Word of Mouth

We were recently out of state attending a client’s strategic planning session.  We didn’t know much about the area, had been very busy in the weeks leading up to that we didn’t do a lot of investigating on the internet.  It also wasn’t a vacation to pull up all the to-do’s of the place you’ll… Read More

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Selling Your Brand Internally

One of the most important places to spend time and energy “selling” your brand is internally. There is no audience that is more important to have completely understand and believe your brand position. The reason should be obvious, of your staff doesn’t believe in your brand position, they cannot support it. Therefore, it is critical… Read More

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Social Media-Build Your Own Audience

Traditional Media has been doing it for years, building an audience through programming and marketing and then turning around and selling your business the opportunity to talk to their audience. Social Media is the opportunity for YOU, the local business owner to create your own audience to communicate to and through.  Building an audience in… Read More

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What’s Your Brand Story?

From start to finish, a well-executed brand is really just about telling a good story. Well-written stories are fairly predictable in their format, they have a beginning, middle, and end. The pieces of the story that are being told are consistent with, and advance, the storyline. They don’t pursue irrelevant tangents, and each paragraph and chapter… Read More

<a href="https://flic.kr/p/cAnFG3">photo credit David Luders</a>

Using Product Promotions to Extend Your Brand

Once you’ve established your brand position, and even created a branding commercial or two — it is inevitable that the next call you receive from your boss (or the CFO) is a plea/mandate to run a promotion to sell your product (yesterday)! In that moment the balance sheet requires moving a product for the financial… Read More

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Branding With Actions – Not Words

I’m pleased to be the guest blogger this week over on the Marketing by Deepak blog. Click on over here to learn about why Branding With Actions – Not Words is critical to your business success. Too often, when we consider branding, we focus entirely on the name of the business, the smartness of the tag line,… Read More

credit <a href="https://flic.kr/p/5z2MDT">Stephan Mosel</a>

Online Advertising in the Age of Adwords

With the advent of our new economy, we’re seeing a pretty significant move from traditional media dollars to online media. The reasons are several-fold. Traditional advertising takes a big bite out of a limited marketing budget. Online advertising is quite cheap in comparison with traditional media. Marketing budgets are getting smaller – not larger. Online… Read More