by Jeff Slater | Mar 4, 2016 | Advertising, Interesting Brands, Marketing Advice
I am fascinated by the idea of a brand trying to reposition itself. Can you shift how customer or businesses view your brand through a new message, a new communications framework or telling a different story? It isn’t easy, but there are examples of how this can be...
by Jeff Slater | Feb 26, 2016 | Advertising, Interesting Brands, Marketing Advice
When you have a good, better and best brand strategy like Toyota, you need many degrees of separation. Toyota needed Lexus to be much more expensive and sold by exclusive dealers not associated with the Toyota brand. Walk into a Lexus dealer and you’d never known the...
by Jeff Slater | Jan 20, 2016 | Advertising, Foodpreneurs, Interesting Brands
Chipotle announced that they would be closing their stores on February 8th for one day to train their employees on food safety. They could have spent millions of dollars on paid media, but took the route of action, not advertising. This approach to face their problem...
by Jeff Slater | Jan 15, 2016 | Advertising, Interesting Brands, Marketing Advice
Your customers are not all the same. They may need to hear different messages based on the story they want to tell themselves. Most businesses have several segments of customers, each having a different need and who desire a different type of offering. Successful...
by Jeff Slater | Dec 14, 2015 | Advertising, Foodpreneurs, Marketing People
In 2008, a new CEO took the helm at Bolthouse Farms. Jeffrey Dunn became CCO or Chief Carrot Officer. Bolthouse has almost of century of providing produce to the supermarket shelves of America. Dunn, a twenty-year Coke veteran, saw an opportunity for Bolthouse’s...
by Jeff Slater | Nov 23, 2015 | Advertising, Marketing Advice, Marketing Start Ups, Personal Stories
In 1976, when I started working with my wife to build Rachel’s Brownies, our wholesale bakery business, I didn’t understand marketing. In fact, I confused marketing with advertising. In college, I never paid much attention to business or marketing. Ironically,...
