by Jeff Slater | Feb 7, 2021 | Branding Issues, Marketing Advice
A value proposition isn’t a mystery. I’m working with a client on developing a statement of their value proposition. Their CFO – a bit of a skeptic about marketing ask me what the heck is a value proposition? I love this type of opportunity because I...
by Jeff Slater | Jan 26, 2021 | Branding Issues, Foodpreneurs
One of my favorite marketing books is by Mark Barden, and Adam Morgan is called Beautiful Constraints. Mark is a partner at a marketing agency called Eat Big Fish, and they focus on challenger brands. This year, they have published a list of brands to watch in 2021....
by Jeff Slater | Jan 24, 2021 | Branding Issues
Strategy comes from the Greek word strategio, which means general – but implies the idea of a general’s wisdom or general’s knowledge. Strategy began as a military framework. A brand strategy needs to be easy to understand and not confused by the jargon....
by Jeff Slater | Jan 12, 2021 | Branding Issues, Marketing People
A guest blog by Rob Levinson, a personal brand expert. In 2012, while presenting a spirited TED talk, Jeff Bezos famously said, “Your brand is what other people say about you when you’re not in the room.” Nine years later that statement is truer than ever....
by Jeff Slater | Nov 22, 2020 | Branding Issues, Marketing Advice
Remember the old Rolling Stone campaign about perception versus reality? The ad ran in Ad Age and other trade publications in 1970. Rolling Stone was getting started and wanted to convince advertisers that their readers weren’t poor hippies but were actual...
by Jeff Slater | Nov 8, 2020 | Branding Issues, Interesting Brands, Marketing Advice
When I first saw Carvana’s car vending machine marketing metaphor, I had one reaction. Brilliant! They took car purchasing and vending machines and created a unique point of difference. When you buy a car from them, you can drop a special coin into their device, and...
