An “awareness” campaign is not a “name-bludgeoning” campaign

Posted Posted in blog articles

Say­ing your name a whole bunch of times (name-blud­­geon­ing) might make peo­ple aware that there’s a com­pa­ny that exists with that name, but it doesn’t nec­es­sar­i­ly trans­late to sales. For instance, Democ­rats are “aware” of Newt Gin­grich, but that doesn’t nec­es­sar­i­ly trans­late to votes. Make sure your aware­ness cam­paign demon­strates a val­ue that you offer […]

Covey’s Golden Egg

Posted Posted in blog articles

Cul­ti­vat­ing your brand is like grow­ing a gold­en goose. By keep­ing it healthy and work­ing, you get con­sis­tent gold­en eggs. But if you start neglect­ing the goose and start try­ing to force it to make more eggs, its health can decline. It seems like we do this a lot with our brand. We stand for […]

Wanting change doesn’t mean you can handle change

Posted Posted in blog articles

Late­ly, I’ve talked with a few mar­ket­ing execs who say they want to be inno­v­a­tive, but they can’t right now. It seems their man­agers want change, so they hire some­one and tell them to change the way the com­pa­ny mar­kets itself. But when the mar­ket­ing execs want to do some­thing dif­fer­ent, the CEO vetoes the […]

Branding step 1: give up control

Posted Posted in blog articles

Or at least, acknowl­edge the areas you can’t con­trol. Brand­ing reminds me a lot of Stephen Cov­ey — the 7 Habits of High­ly Effec­tive Peo­ple guy. He talks a lot about know­ing what you can con­trol and sep­a­rat­ing that from what you can’t. Real­ly good advice. So one of the first steps in brand­ing is […]