Viva’s Blog: How’s your personal brand?

You manage your finances. You manage your business. What about your personal brand? What do Oprah, Richard Branson, Sheryl Sandburg and Ellen DeGeneres have in common? It’s not just wealth, millions of Twitter and Instagram followers, and countless endorsement deals, it’s also a mastery of personal branding.  Personal branding isn’t just for the rich and famous. Everyone has a personal brand. As Tom Peters, management consulting guru and the inventor of the phrase “Personal Brand”…

Viva’s Blog: Are you data-driven but insights poor?

Great data is crucial to understanding your customer. However, data alone won’t result in a win for your brand. Data are the raw materials needed to produce insights, the heart of effective advertising. It’s insights that enable you to develop messaging to create an emotional connection with your customer.  So, once you have the data to develop insights, how do you determine if the insights are GREAT? Here are examples of companies that have used data to…

Viva’s Blog: The real winner of the Super Bowl

Q: What costs $166,000 per second and can either catapult results or ruin you? A: A thirty-second commercial during this year’s Super Bowl. You’d think business executives who spend that much on airtime would nail making a winner ad. It’s not that easy. What does it take to make an effective ad? Below are some tips. Rate this year’s ads and pick the real game winner. #1: Don’t say it. Show it. Wix.com, the web-site company, launched its first Super…

Viva’s Blog: Why you?

That’s right. Why you? Why should anyone fork over their hard earned cash for what you have to offer when it’s pretty likely they can find a similar thing elsewhere for less. That’s the million dollar question savvy marketers answer early on in their business. A category of one. It’s all about creating a category of one. When you differentiate your brand in a manner that’s meaningful and relevant to your target audience, then you’re…

Viva’s Blog: Measure twice, cut once

Most of us are familiar with the English proverb, “Measure twice, cut once,” which applied to double checking measurements before cutting something to prevent wasting material. Once you’ve cut a piece of wood and you find that it’s too short, it’s pretty hard to fix. The same principle applies to hiring marketing resources. In the past year, we’ve worked with three companies that have hired marketing resources that they later discovered were “professionals” incapable of…

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