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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 September 13, 2021

As The Pandemic Recedes, Millions Of Workers Are Saying 'I Quit’
To misquote the song, “Take this job and shove it. It means nothing to me now.”

3 reasons you’re losing the war for talent (and how to fix it fast)
Give employees at least as much respect as you give customers. They’re both invaluable to a business.

When Brands Should Shut Up – A Study on Brand Activism
If you can’t stand the heat, don’t set the house on fire.

3 Ways Online Brands are Building Better Customer Relationships than Brick and Mortar
With all the advantages traditional retail has to deliver that personal touch, why does it so often fail to do so?

Top Brand Intimacy COVID Rankings
Where would your business fall on this list?

The Case for Bold Brand
By any other name, a rose may indeed smell sweeter.

Why Digital Experience Needs to Go Beyond Data and Champion Creativity
To engage audiences, factor in an unmeasurable ingredient – creativity.