by Jeff Slater | Aug 30, 2018 | Interesting Brands, Marketing Advice, Personal Stories
When you market a product or service, the worst thing you can do is to be a fence sitter. Stuck in the middle. Not on one side or the other. Caught in between. Brands are made to solve problems for particular and narrow audiences. They can’t be for everybody, or you...
by Jeff Slater | Jul 31, 2018 | Branding Issues, Interesting Brands, Marketing Advice
My friend Mark Schaffer wrote another exciting post about influencer marketing last week. He suggested that advertising is in decline and consumers are moving away from all forms of ads that interrupt content or programming. He also indicated that influencer marketing...
by Jeff Slater | Jun 19, 2018 | Interesting Brands, Marketing Advice, Marketing Start Ups
When Danish entrepreneur Michael Stausholm learned about a Kickstarter-funded campaign by MIT students, he sharpened his pencil to gain the distributions rights. That’s how sprout grew from a seed. Stausholm was involved in sustainability products for most of...
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 24, 2018 | Interesting Brands, Marketing Advice, Personal Stories
What if you had to manage an extremely challenging business problem, and a consultant said that their company had a methodology to help your organization make significant, measurable progress toward your goal in 100 days? How would you respond? Me too. I’d be...
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...
