by Jeff Slater | Jul 28, 2020 | Branding Issues, Interesting Brands
It takes years to build an image and equity in a brand. Yet, there is a short cut involving borrowing brand equity. Raleigh Roof Rescue leverages Thom Brown’s 20 years as a firefighter to bring the image of the firefighter to the roofing business. Firefighters are...
by Jeff Slater | Jul 19, 2020 | Branding Issues, Marketing Advice
ICP is an ideal customer (or client) profile. Is your company crystal clear about how your category is organized and who you want to target with your messaging? By creating an ICP, you are building a clear picture of who is and isn’t the best type of customer...
by Jeff Slater | Jul 14, 2020 | Branding Issues
Brand archetypes are rooted in the work of Carl Jung, the nineteenth-century Swiss psychiatrist, and psychoanalyst who founded analytical psychology. He understood that an archetype is universal and is derived from the collective unconscious and are the psychic...
by Jeff Slater | Jun 23, 2020 | Branding Issues, Interesting Brands, Marketing Advice
Aunt Jemima brand will no longer be on supermarket shelves by the end of 2020. Quaker Oats, owned by PepsiCo, decided to retire the 130-year old brand and logo. (their language). The brand will change with a new brand and package. They will move beyond the racial...
by Jeff Slater | Jun 11, 2020 | Branding Issues, Marketing Advice
A rose by any other name would smell as sweet. Global warming is bad. But the word global and warming are good words. Atmospheric cancer is bad and sounds bad—no escaping it. What if we were fighting atmospheric cancer, not global warming? In a recent interview with...
by Jeff Slater | May 5, 2020 | Branding Issues, Marketing Advice
Creating a sharp positioning statement for a brand reminds me of the story of the proverbial woodsmen who proclaims if he had an hour to cut down a tree, he would spend 50 minutes sharpening his blade, and 10 minutes cutting down the tree. First of all, a sharp...