Marketing

PROMOTE THE MARKET CATEGORY NOT YOUR PRODUCT.

What should brands talk about? Going back to the Think Different Campaign, Steve Jobs called out Nike as the best brand. Nike promotes the category or innovation and not their product- This is one of the laws of branding. Another good example of a brand that promotes the category and not the product is Slack — Quoting…

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KNOW YOUR CUSTOMERS THEN TALK TO THEM ABOUT YOUR BRAND.

If having a clearly defined mission or manifesto for your brand, translated from the intended value proposition to your customer is the engine of your brand, understanding your key customer segments and how they like to be spoken to is the steering wheel of your brand. To do a better job of providing what people…

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FIND YOUR WHY & SHARE IT CONSISTENTLY.

A Fresh Way of Thinking. As humans, we crave a sense of belonging. It’s in our DNA and an existential need. We want to be around people and organizations who are like us and share our values and beliefs so much that we form communities and cultures based on mutual values and beliefs, which inversely…

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STOP SELLING. BUILD RELATIONSHIPS THAT ALLOWS CUSTOMERS BUY YOUR PRODUCTS.

The Norm is Haggling Customers into Buying. It’s no news that there’s a seismic shift taking place in the world of business with the internet disrupting almost every industry. The explosion of digital technologies over the past decade has empowered consumers with tools and platforms that make it incredibly easy to find what they want…

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MARKETING IS BRAND BUILDING NOT SELLING.

If you’re confused about the difference between marketing and advertising, you’re not alone. On the surface, marketing and advertising seem to be synonymous, two words you can use interchangeably to describe a process that helps your company sell more products or services.  There’s a vast difference between marketing and advertising, and if you want to…

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