Category Archives for "Marketing"

7 The corporate head shot vs. good personal branding.

Recently we had a client who didn’t like the photos we had taken for her website. Said they didn’t look “professional enough.”

In other words, she didn’t like that we did something different than the usual, corporate head shot.

The problem is, in this case, “professional” translates to invisible. Everyone has a boring “professional” portrait with no personality. Doing the same thing is the worst thing for your personal branding efforts.

15 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.

7 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.”

read more

3 The secret, missing ingredient of content marketing.

It’s the age of information, and much of the marketing buzz these days revolves around “content marketing.” Especially for business -to-business marketers, it’s all the rage.

We have YouTube videos, webinars, articles, blog posts, 24/7 Tweets, Powerpoint Presentations, Facebook updates, websites, ebooks, and white papers coming out our ears.

In many cases, it’s just too much information. Or at least, too much of the wrong kind of information.

In an effort to “push valuable content” to prospects, some internet marketers are inundating people with more and more information. And there’s something troubling about the quality of that content:

read more

11 Yes, when it comes to websites, design matters!

There was a group discussion on LinkedIn recently that started with this statement: “Web design is a waste of money.” It’s nonsense, of course, but that headline provoked quite a debate.

It’s interesting to see graphic designers on one end, and web programmers on the other, arguing their respective positions. One group believes web design should take a back seat to web marketing and functionality. After all, what good is a website if you’re not driving traffic to it. The other believes you should make sure the site is well polished before you drop a dime to drive traffic.

read more

5 How to make your website work — on many levels.

There seems to be a trend in website development these days… more and more cookie-cutter, template-driven websites that are wearily one dimensional.

The fact is, if you want the maximum return from your website investment, it needs to work on many different levels.

3 Success in copywriting: Mix up the words for better results.

Sometimes, one single word is everything. The difference between a marketing home run and a dribbling bunt. I recently ran into a client who was completely fixated on one word in a headline: “Precious.” “Babies are precious, not parking places,” she argued. “Yes, but diamonds are also precious. And what’s more valuable than diamonds?” I countered.

19 Brand authenticity — Keeping it real, honest, genuine and true.

I hate buzzwords. Every time a new marketing term shows up on the cover of a book I find myself having to translate the jargon into something meaningful for ordinary, busy business people.

Lately, it’s “Authenticity.” Seems “keeping it real” has become a household term. And a branding imperative.

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.)