by Jeff Slater | Jun 5, 2018 | Branding Issues, Interesting Brands
A brand can be a signal of quality. A friend recently gave me a solo piano album of music by Benny Andersson, from ABBA. The music is evocative, melancholic and soulful. As he handed me the CD, he pointed out the DG logo (Deutsche Grammaphon). Any CD that I have ever...
by Jeff Slater | May 29, 2018 | Branding Issues, Foodpreneurs, Marketing Advice, Personal Stories
Client: Can you help my startup market a revolutionary new cleaning agent? Me: Maybe. Who is your target? Client: Everyone. Me: Then I can’t help. If you want my help, let’s narrow your target and become much more specific? Client: But why would I want to leave...
by Jeff Slater | May 27, 2018 | Branding Issues, Marketing Advice, Personal Stories
Can you emphasize a statistic, number or fact about your brand that competitors ignore? I don’t often think about an air spray freshener regarding hours of odor-free living. I think of the 6 oz in the spray. But the folks at Glade emphasized how long you’ll experience...
by Jeff Slater | May 8, 2018 | Branding Issues, Interesting Brands, Marketing Advice, Marketing People
Last year, a client asked me to help them market a product that they believed everyone would buy. After several hours of discussion, I convinced him to give up that dream. I suggested instead of EVERYONE, let’s focus first on SOMEONE. We worked together to figure out...
by Jeff Slater | May 3, 2018 | Branding Issues, Interesting Brands, Marketing Advice, Marketing People
Amazon knew in the early years that making buying easier is essential to long-term success. They created and patented 1-Click checkout in September of 1999. Although the patent has expired and had to withstand challenges, it is emblematic of Bezos’ marketing genius...
by Jeff Slater | May 1, 2018 | Branding Issues, Marketing Advice
I waited for seven days to hear back from a company online. Then I tweeted to them and still heard nothing. So, I went to their website and used their live chat function, and they immediately responded and helped me solve my problem. This is what I call a marketing...
