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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 June 7, 2021

4 Ways B2B Marketers Can Successfully Combine Brand And Purpose
An interesting case study from LinkedIn

Branding’s Perfect 10 – Absolute Marketing
Some of the greatest home runs in branding history.

Why Brands Really Matter
Sometimes it’s worth reminding yourself why you drank the KoolAid in the first place.

How Purchase Decisions Are Made
Again, if you think people reason their way to a decision, you’re wrong.

Walk the Talk – How Brands Lead by Example
Two great examples here.

Building Brands For A Commitment-Free Economy
I’m 100 percent behind this idea. I’d subscribe to a transportation service where I take the bus most days but drive a Ferrari once a month.

Market Research for Success, Purpose, and Connection
At least once a day, I’m trying to convince a potential client of this. From now on I’ll just send this article.