Category Archives for "Marketing Strategy"

marketing clarity

The secret to success: Clarity. Clarity. Clarity.

Clarity is the key to many things… relationships, international relations, politics and parenting would all benefit from more clarity. But let’s stick to the subject at hand; Business Clarity. Specifically, clarity in branding, advertising marketing communications and management in general.

Doesn’t matter what form of communication we’re talking about — from a quick tweet or a simple email to an in-depth webinar or long-term TV campaign — you need to be clear about what you’re trying to say.

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4 How to hire the right marketing person, the first time.

I don’t work with Fortune 500 companies. My clients rely on small, efficient teams of people for all their marketing needs. If that’s your situation, or if you have a fledgling start-up, you better think carefully about the type of marketing person you hire to spearhead the effort.

The most common mistake is hiring a specialist… someone who’s deep into SEO, or social media, or web programming, or brand journalism, or graphic design. Whatever. Those “doers” are all important players in your marketing mix, but what you need is a thinker/doer. An idea guy who can wear many different hats.

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3 Deschutes Going National: How to grow without selling your soul.

Bend, Oregon is a small town better known for big fun than big business. There are only a few local brands that have grown to national prominence. It’s fitting that one is a beer brand.

When it comes to craft brewing, Oregon is the undisputed leader. And Bend is #1 in Oregon, with the most brewpubs per capita in the country. (28 at last count, with at least a dozen more in the works. Bend’s population is 80,000.)

tap-handlesIt all started 26 years ago when Gary Fish opened Deschutes Brewery. Since then, Deschutes has grown into the 6th largest craft brewery in the country, and the 11th largest U.S. brewery, period. That’s big. And with expansion into Wisconsin, Ohio and Pennsylvania this year, Deschutes is getting bigger all the time.

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Truth and clarity about Guerrilla Marketing

It’s 1810. Napolean’s armies have conquered all of Europe and are enjoying the spoils. But in Spain, small bands of dedicated freedom fighters wage their own war against the occupying forces. They strike. Move. Hide. And strike again. They involve the enemy in a long, drawn-out war, and ultimately prevail.

That’s how the term Guerrilla Warfare came to be. The literal, Spanish translation is “small war.”

Fast forward to 1983. Jay Conrad Levinson, an old-school, advertising guy from Chicago, borrows the term for a marketing book he’s writing. “Guerrilla Marketing” becomes one of the most popular business books of all time, with endless spin-offs and merchandise tie-ins.

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5 Brands Of Love On Valentine’s Day

Valentines-Day-background_mainI’ll never forget my first pair of skis… Hand-me-down Heads from a by-gone era. Jet black. Heavy as can be, but oh so lovable! Since then, I’ve purchased eight more pairs of skis and four were the same brand: Head.

The latest is a pair of Head Rev 105s, and I’m absolutely loving them. I test drove many different brands — and they were all good — but I chose Head. Every time I ski on them, and every time I see another Olympic racer on the podium with their Heads at their side, I get even more attached to that brand. It’s a life long love affair.

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2 The Duck Dynasty brand goes high fashion.

How do you know when the alignment of the planets has gone completely askew? When the guys from Duck Dynasty are featured in GQ magazine.

Yessir, that’s right. The Robertson clan has risen from the swamps of Louisiana to the pages of GQ. On one page you have Bradley Cooper, “the prettiest man on the planet,” throwing the F word around and the next page you have the Duck Dynasty dudes in their branded cammo-wear quoting bible passages. What’s next? Forbes?

Oh, wait. They’ve been there, done that too.

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1 The not-so-surprising failure of Sears.

The Sears store in my hometown recently closed its doors. Shut down after a 60 year presence in the market.

Can’t say I’m too broken up about it either. I bought a few tools there, once upon a time. And an appliance or two, but nothing I can recall. I certainly wouldn’t say I had any fond memories of the place, much less brand allegiance.

The recent demise of Sears, once the country’s largest retailer, is replete with lessons for business owners, entrepreneurs, marketing execs and brand managers. It’s a classic American entrepreneurial tale.

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1 Fake Thrills — Another Automotive Marketing Misfire.

Automotive advertising, as a category, is notoriously bad. And the Toyota Camry is not an exciting car. In fact, some automotive writers contend that Toyota’s building nothing but toasters these days. Despite that, the Camry has been hugely successful and has been the best-selling car in America 15 of the past 16 years. (Camry was No. 1 from 1997 to 2000, lost to the Honda Accord in 2001, and has reigned since then.)

Apparently, there’s a huge segment of the driving population that does not care about horsepower or handling or sexiness. Just reliable, utilitarian, point-A to point-B transportation for this crowd. My father drives one, and he fits the demographic perfectly… white, suburban 80-year old male who only drives a few miles a month. The last thing he’s looking for in a car is a thrill ride.

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2 Non-profit branding… a story of start-up success and failure.

In 2009 I called it “A feel-good brand in a bummed out world.” It was the type of organization that genuinely touched people, and put smiles on faces. For me, a few minutes at Working Wonders Children’s Museum was a sure cure for a crummy day.

WWLogo - smallOur story of success, and failure, is valuable for anyone who’s starting a new business or running a non-profit organization.

When we started Working Wonders we did a lot things right. It was “by the book” all the way. First, we thoroughly researched the market and determined that there was a gaping need. Then we wrote a mission-focused brand strategy, and built a business plan around that. We came up with a great name, designed a nice logo and put an operational plan in place based on our cohesive brand platform.

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5 marketing strategy vs tactics spock vs kirk

Strategic Thinking vs. Tactical Acting

The single most popular article I’ve ever written focuses on the difference between marketing strategy and marketing tactics. Thinking and planning vs. doing.

Seems there’s a bit of confusion there. For example, I saw a blog recently titled “Top 10 Social Media Strategies.” But the list was purely tactical. Not a strategy to be seen.

So if you’re one of thousands who is still a bit unclear, here’s another way to look at it…

At BNBranding we talk about Insight vs. Execution. Insight being the crucial strategic thinking that has to happen before you execute the tactical plan. Think, then act.

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