Branding 3.0: How Should Businesses Thrive In A Digital-First World?
We all do the same thing before buying anything these days. We research, compare, and solicit primary reviews…
Marketing Works By Following Trends, Not Setting Them
From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly yet often overlooked. So, this year, I’m sharing some for your consideration. I hope they’re helpful. This week’s thought: Marketers are trend-followers, not trend-setters. Marketers like to celebrate creativity and innovation. But it is a curious kind of creativity and innovation. Because it’s never the breaking edge of the wave. It’s always...
Brand Lessons From The Demise Of Del Monte
Years of reorganizations, restructuring, buying and selling assets, and accumulating enormous debt have finally led to the downfall of one of America’s oldest brands, Del Monte. This past week, Del Monte filed for Chapter 11. Founded in 1886, Del Monte’s history spanned the miracle of canning, the pineapple fields in Hawaii (before Hawaii was a US State), coffee, pet foods, and more. Just read the dizzying facts about all the assets and sales on Wikipedia....
Branding for Startups – How to Do It on a Budget
A few months ago, I attended a business conference for startups and was surprised that the main speakers…
Jobs-To-Be-Done: A Strategic North Star
What can brands learn from Listerine? The brand dominates the mouthwash category that it created decades ago, largely because it focuses very clearly on a Job to be Done. Look at Listerine packaging and you’ll see it right away: “Kills Germs.” It makes this claim throughout its consumer communications. Other benefits — improved oral health, fresher breath — come out too, but the brand always leads with Kills Germs. This article is part of Branding...
Aim For Market Dominance
Whatever the FTC and other governing bodies think, there is—and will always be—an ongoing battle for business leadership: a drive for domination. Just read the news about mergers. Kroger wanted to absorb Albertsons but was rebuffed. Denying a story in The Wall Street Journal, Shell may or may not be eager to absorb BP. Mars has been given the FTC go-ahead to acquire Kellanova (an oddly named spin-off from Kellogg’s that includes snack food brands...
Why Timeless Brands Win in a World Addicted to Now
How do brands stay meaningful in a world addicted to now? It’s not a rhetorical question. It’s the…
5 Ways Brands Can Adopt Reusable Packaging Solutions
Packaging, often called ‘the silent salesman’, is a crucial part of a brand’s product and branding strategy. However,…
Mascots in B2B: The Secret Weapon You’re Probably Ignoring
When I think of mascots, I think of Japan, sports teams, Smokey the Bear, and Clippy. But if…
The Power of Authentic Greek Identity: How Greek Brands Can Stand Out Globally
In today’s crowded global marketplace, how can Greek businesses truly stand out and connect with consumers? The key…