by Jeff Slater | Jul 14, 2019 | Branding Issues, Interesting Brands
This past week I participated in a client workshop where, along with a partner communications agency, McGuffin, we held a brand archetype exercise. The purpose was to help the client rebrand as they start to think about the image they want to project as we redesign...
by Jeff Slater | Jul 7, 2019 | Branding Issues, Marketing Advice
If your marketing uses the language of people in your industry, you may not be communicating benefits but features. Marketing echo chambers tend to exist where every product and service is similar to the competition, and the messages are like inside industry jokes....
by Jeff Slater | Jun 27, 2019 | Branding Issues, Marketing Advice, Marketing Start Ups
Often, you’ll receive an email from a company that screams; we are so boring that we didn’t bother to do anything imaginative to grab your attention. This bland approach telegraphs that you didn’t care enough to create something imaginative that connects with me on a...
by Jeff Slater | Apr 23, 2019 | Branding Issues, Marketing Advice, Marketing People
The role of a marketer is to be a translator. To help tell the story woven in the day-to-day activities of a company. Marketing translators help express in plain English, overly technical information. It takes features and communicates the implied benefits. Within...
by Jeff Slater | Mar 12, 2019 | Branding Issues, Marketing Advice
By screaming with a megaphone, I can get the attention of a thousand people. Trust is different. You build trust, one person at a time. Trust requires creating a relationship slowly with a small number of people. You have to do more listening. Success no longer comes...
by Jeff Slater | Feb 3, 2019 | Branding Issues, Marketing Advice
Have you watched Marie Kondo’s show on Netflix called Tidying Up? In the show, Marie and her translator go through people’s home to help them organize their things like clothes, kitchen goods, and garages. She dumps all their belongings in one place. Then she asks...
