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Recent blog posts

Different icons

In part 4 of our series, Marketing to Attract New Customers, we look at how brands can improve their branding.

Why do people buy one brand over and over again, even if it’s not the best brand?  You see this phenomenon all the time.  The best person isn’t hired.  The best mayonnaise isn’t purchased.  The best burger isn’t eaten.  You name and you can see that the best brand in the category isn’t necessarily the brand that gets purchased the most.   Why do some brands outperform others?Commercial brands and personal brands have one thing in common- they’re in your face 24/7 with the right assets. 

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Content and Context for B2B, Social Media & Transpromo Marketing

King and queen crown with words content and context

From B2B to Social Media to Transpromo Marketing - It's all about content and context.  

Anyone that's creating content, which is just about everybody, and who sells to B2B would benefit from reviewing Al Urbanski’s take on “The Six Kinds of B2B Content Consumers.”  For Urbanski, it's all about content, credibility and consumption which is really another way to say - whose your reader and why do they care.  

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classic drama theatre masks in 3D

Some colleagues were putting together a presentation for a client the other day when one referenced the 1% Thin Theory.  I don’t like 1% of anything, especially in terms of growth, however, the point made sense to explain the team's projections.  The 1% Thin Theory is a conservative estimate of aggregate target market respondents. It's great science and fairly accurate.  However, if you want that 1% to respond, your creative better be different, otherwise, your brand won’t grow.  In part 3 of our series, Marketing to Attract New Customers, we identify the top three ways to be different in a crowded marketplace.  

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Weekly Highlights:  April 4, 2014

Avatar customers interfacing with each other

We are creatures of habit 95% of the time.  That’s because our choices for most offerings like food, cleansers, even browsing Pinterest or Houzz are based on habit.  Mastering “habit” is the new required marketing skill.  Failure to do so will place professionals in peril.  Do you know the 10 reasons why marketers must become experts of habit?     (forbes.com) 

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