Branding

Management Consulting: Avoid the Basic Marketing Mistakes

There are many different kinds of consultancies, so there’s no one perfect marketing approach for everyone to follow. But, here are some of the things we’ve learned about what to do – and what not to do – when it comes to helping these businesses get the word out.

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Rock Star, Guru, Diva or Evangelist? Finding Marketing Expertise in an Age of Super-Egos

Anyone can be famous (or infamous) in an age of constant self-promotion afforded by so many social media platforms. Andy Warhol (famously) predicted that at some point “everyone would be famous for 15 minutes.” Unfortunately, there’s an alarming braggadocio that seems to have spilled over into the professional realm in pursuit of clients. If the experts are calling themselves rockstars, evangelists, divas or leaders, move along. Or, ask for proof. There’s nothing wrong with having a healthy dose of confidence and the ability to create a professional profile your mom would be proud of. Still,...

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The Case of the Disappearing Logo…and Text …and Branding: The Upsides (and Downs) of Visual Marketing

  Branding, like beauty, might be said to be in the eye of the beholder. It means different things to different people, but the key to branding is knowing that the message – however it is designed and on whatever platform it is delivered – belongs to a specific company. That may no longer be so easy to discern, at least according to recent reports of what happens when visual content is shared on social media. Sharing is a great thing, right? We were all taught so as children and now, in a social media environment, sharing has meant a branding bonanza for many companies — drawing...

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Doing Well By Doing Good: “Catering to the Conscientious Consumer” Goes Global

  Chances are if that you’ve been shopping recently you’ve heard about sustainability or a living wage or some other social issue along with the product description. As consumers are re-thinking what they buy and where they buy it (or even rent or share it), smart companies understand there’s a new value proposition in play. Today’s conscious consumer cuts across age groups and national borders – it’s a global movement. Once mocked, socially conscious consumers were often derided as a small group of Birkenstock-wearing Berkeley residents searching for products that met a long checklist–...

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The Zeitgeist of Authenticity: Mad Men to Now

Unless you live under a rock, you now know the Mad Men series finale closed with a real 1971 commercial – Hillside, or I’d Like to Buy the World a Coke. The ad reflected a seminal shift in advertising…and maybe a change in Don Draper’s character after an authentic experience at a Big Sur ashram. Ok, maybe not that last part. The iconic ad showed people of all nationalities singing about “sharing” (with purchase), communicating more a heartfelt feeling or value than a product. It signaled a move beyond product for a specific customer like McCann-Erikson’s heartland Miller Beer drinker: “He...

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Mirror, Mirror on the Wall, Who’s the Fairest of them All?

That’s what the Evil Queen in Snow White wanted to know. If you asked the same of someone controlling marketing dollars – and you’re over the age of 50 – the answer would not be YOU. Instead, anyone who qualifies as a “millennial” (aged 18 – 34) seems to be the favorite target customer for companies with marketing and advertising budgets, no matter what they’re selling. What’s behind the millennial preoccupation? Maybe it’s the lingering theory that if you hook ‘em when they’re young, you’ll have brand loyalty for a really long time. That’s misguided for many reasons – including the...

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