by Jeff Slater | Mar 25, 2018 | Interesting Brands, Marketing Advice, Marketing Start Ups
Everyone has a competitor. As hard as we try, almost every business and product is compared to another company or brand. The challenge is to be prepared to explain, how are you different in a way that matters to your audience. Several months ago, a client needed help...
by Jeff Slater | Mar 20, 2018 | Branding Issues, Marketing Advice, Marketing Start Ups
For this to be true, what needs to happen? When I start to work with a new business looking for marketing advice, we often start by me asking them to make it clear, what exactly is their goal for the next 18 months. We want new customers to stay with us longer. We...
by Jeff Slater | Mar 11, 2018 | Marketing Advice, Marketing People, Marketing Start Ups
How do you shake up an industry that is over 100 years old? Probably with a POP. John Wise and Wombi Rose became best friends at Webb Institute, a private engineering institute in Glen Cove, NY. Participants in their program at Webb earn a degree in naval architecture...
by Jeff Slater | Feb 15, 2018 | Interesting Brands, Marketing Advice, Marketing Start Ups
Marketing professionals look in the mirror and have reflections filled with angst over their competition. They watch with great anticipation to see what they will do next, how they respond to market changes and they get obsessed about how they price their products. Of...
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 | 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...
