by Jeff Slater | Feb 8, 2018 | Branding Issues, Interesting Brands, Marketing Advice
Marketing requires energy, excitement, and teasing. The movie industry understands this better than most and has used trailers to help gain awareness and anticipation. Marketers don’t often think like Hollywood, and they are missing an important tactic. Almost a third...
by Jeff Slater | Feb 6, 2018 | Branding Issues, Marketing Advice, Marketing Start Ups
Over coffee, a colleague was sharing a story of a recent marketing experience. A recent campaign failed, and everyone was licking their wounds wondering what went wrong. I asked for their word. Jonathan didn’t know what I meant. What word is the center of the core of...
by Jeff Slater | Feb 1, 2018 | Branding Issues, Interesting Brands, Marketing Advice, Personal Stories
As the winery executive walked down the Unified tradeshow aisle, she stopped, looked at a banner sign with a headline and declared, “that’s my problem.” The sign said, BREAK YOUR EXCEL HABIT. My client, Business Impact from Chapel Hill, NC consists of a team of data...
by Jeff Slater | Jan 30, 2018 | Branding Issues, Marketing Advice, Marketing People, Marketing Start Ups
Brands that soar tend to be eliminators. They get rid of one big thing in the category. Great brands remove something everyone expects from an experience. Ikea is the furniture store that doesn’t sell you assembled furniture. You do that work yourself. Carroll’s...
by Jeff Slater | Jan 25, 2018 | Branding Issues, Marketing Advice, Marketing People
Wait, what? Yes, the good old fashion telephone is the most consequential tool for most marketers. It is ignored and left out of most marketing plans. Why aren’t outbound phone calls by you or your team part of your plans? (I’m not talking about telemarketing)....
by Jeff Slater | Jan 23, 2018 | Branding Issues, Marketing Advice
What is brand awareness? If I mention a brand name (product or company), you should immediately conjure up images of who they are, what they sell and an image about the company. A well-defined brand like Disney or Starbucks is easy to understand because of how deep...
