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How To Set A Marketing Budget

You’re not going to like this. No one ever does. But setting a budget for marketing is always a difficult task. Business experts and academics, all smarter than I am, have, in the past, advanced formulas and prescriptions for creating budgets appropriate to a company’s size and its marketing challenge. I have no idea if […]

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Do You Really Need A Brand?

From time to time, someone will ask me whether they really need to worry about branding their company. It’s usually asked by the leader of a B2B enterprise that markets to a select few customers and where the sales relationships are one-to-one, very personal. If I’m basically selling to my golfing buddies, goes the reasoning, […]

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How To Use Brand Positioning To Future-proof Your Business

Jay Gould is a noted businessman, a turnaround specialist who takes on troubled business lines and brings them back to profitability. He’s worked his magic at Newell Rubbermaid, Graco, Pepperidge Farm and, most recently, at American Standard. Gould is first to say that his successes come, in large part, from “viewing all … decisions through […]

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A Tale of Two Branding Disasters

In our branding workshops for startups, I show a slide that expresses how branding requires a focus on three aspects of your business: strategy, marketing and operations. Strategy, to build a strong brand platform with a unique and differentiating brand promise. Marketing, to communicate that promise effectively. And operations, to consistently deliver on the promise. […]

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Strengthen Your Brand Before The Next Recession

Want to kill the festivities at your next party? Ask for a show of hands. How many in the room think there will be an economic downturn in the near future? You’ll see a lot of hands go up, however reluctantly. You’ll also see a lot of moods come down and you’ll probably be asked […]

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Best Branding Reads
Week of January 27, 2020

How Far Could The Sussex Royal Brand Go?
Perhaps even more interesting than the Meghan & Harry case study is the LASSO model used to assess it.

Alexa — How Do I Create an Ownable Brand Voice?
Will your brand pass muster with voice assistants? And, if it does, how well will its voice appeal to consumers?

Why Is Design Becoming More Important to Business Than Ever Before?
Why great design matters – explained. A really well-written testimonial.

Build Adaptive Marketing Strategies with the Psychographic Branding Method
Not sure if we should applaud this technique … or fear it.

Trump’s biggest logo design crimes, ranked
Sorry folks. I try to stay apolitical but couldn’t resist sharing this one.

New Identity for AIR Studios
Beautifully evocative of sound waves through air.

Brands And Customers: How Close Is Too Close?
Your brand is the relationship you share with your market … emphasis on “share”.