Category Archives for "Marketing Strategy"

14 Successful brands are built on beliefs. Not products.

Most people never think about the important underpinings of their brand. They just want to deliver a good product. Build the business. Make some sales. And earn a good living.

That’s understandable. But the most successful small businesses — and all the beloved, billion-dollar brands — are built on a solid foundation of shared values and beliefs. And those values go way beyond product attributes.

6 Keen Footwear is a great branding case study. If the shoe fits.

Apparently, I have peasant feet. At least that’s what the nice salesgirl at REI told me…

Back in medieval Europe, peasant’s feet were short and stubby, with toes that were close to the same length. The nobility, on the other hand, had narrow, pointy feet, with toes that tapered off like an Egyptian profile.

Keen shoes branding, advertising, marketing

Keen shoes are designed to fit difficult peasant feet.

Keen shoes seem to be tailor-made for peasants. But I don’t think that’s part of the brand strategy at Keen.

I’ve purchased two pairs of Keens for work, one pair of sandals, and a pair of light hikers, and I’ve never heard anything about catering to peasants. Or fit, for that matter. All their branding efforts revolve around the theme of the “hybrid life.”

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3 Three logical reasons why brands need more emotional thinking.

In the battle between right-brained marketing people, and left-brained finance people, the left brainers usually win.

They have data, spreadsheets, and the graphs to support their decisions. We have gut instinct, intuition, and experience.

But we also have some good, empirical evidence that suggests the analytical approach really isn’t the way to go when it comes to many business decisions. Especially when it comes to branding.

6 Small brands, big attitudes. How to create an XXL brand personality

What does it take to turn a typical small business into a powerful brand? Why do some businesses — with relatively mundane products and services — take off, while others stagnate?

Often it comes down to personality. Or lack thereof.

4 Class A Offices. Class C Websites.

Moved into a swanky new office building last week. (Great views of Mt. Bachelor, Broken Top, Three Sisters and the Phoenix Inn parking lot.)

The Alexander Drake Building, Downtown Bend, OR As I was unpacking boxes, lifting heavy furniture and contemplating the feng shui, it occurred to me that professional service firms spend a lot of time and money on their office space. And rightly so.

3 The Olympics — The world’s most powerful brand?

I love the Winter Olympics.

I got hooked as a boy when Franz Klammer made his infamous gold medal run at the Innsbruck Games, and I’ve been watching ever since. I have to admit, I even watch some of the ice skating. (But no Ice Dancing.)

6 A brand worth watching. And flying.

Here’s a news flash for all of you who are 35 or under: Flying wasn’t always this bad. There was a time when racking up frequent flyers miles was, actually, a little glamorous. You could fly the friendly skies and have a pleasant time. Sometimes it even lived up to the advertised brand experience.

Sorry you missed it.

In the age of strip searches, baggage fees and laptop bans, most airlines are as bad as Greyhound busses. Cattle have it better on the way to the slaughterhouse. Every time I board a flight I think, “wow, there’s gotta be an opportunity here for an airline to do things differently.”

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How to do a great branding ad — Subaru scores with skier-focused print.

Winter Storm Slams Into Washington.
Travel Advisory For The Entire Mid Atlantic.
Historic Storm Hits Atlantic Coast.
Subaru of America loves headlines like that. Every time a big storm brings traffic to a standstill, the Subaru brand shines.

Subaru brand performs on snowy roads and in ads

The Subaru brand performs on snowy roads and in ads.

You seldom see an all-wheel-drive Outback wagon or a Forrester stuck in a snowbank. And you won’t see the company taking government bailout money.

While the big three automakers were buried in losses, Subaru was cruising right along.
Overall, U.S. sales were up 15% in 2009. In July, they posted a record sales month, up 34 percent from the previous year. In 2008, despite the lowest incentives in the industry, Subaru gained market share.

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8 The difference between a new product launch and the birth of a brand.

The Mt. Bachelor ski report for December 20th was delightfully promising: Ten inches of new snow, 18 degrees, calm winds. Not only that, the storm was clearing. Blue skies beckoned.

It was the kind of day ski bums live for. The kind where they’re queued up before the first lift and you hear a lot of hollering from the forest, the glades and the cone, where the hard-core hike for fresh tracks.

But for intermediate skiers accustomed to the forgiving comfort of corduroy, it posed a bit of a problem. See, all 10 inches fell in the early morning hours — after the grooming machines had manicured the mountain.

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1 Better survey questions — Avoiding the common pitfalls of market research.

I’m a big proponent of market research.

I’ve seen, first hand, how it can be integrated seamlessly into the operations of a rapidly-growing start-up. (They tracked customer satisfaction every week, in every new store, and grew into a billion-dollar brand.)

I’ve seen how research insight leads some brands in profitable new directions, and others back to their roots. And I know that some of the greatest ad campaigns of all time were built on tidbits of information from surveys and focus groups. Can you say, “Got Milk?”

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