In a world where consumers have more information than ever before, transparency is critical for winning brands. Why is transparency important? Transparency is key to building trust and trust is fundamental to creating a relationship with customers that endures beyond a single transaction. There are roughly 10 million brands in the world and we’re exposed to 5,000 a day. That’s a far cry from the 500 daily brand exposures estimated in the 70’s. What’s the…

There’s a reason the 2015 NCAA tournament just scored its highest viewership and social media engagement in over twenty years: it hooked their audience. The NCAA National Men’s basketball tournament reinforces a sport’s connection with die-hard fans while simultaneously attracting the attention of new fans. And they do it every year. There’s a lot for marketers to learn. Here are three takeaways: Lesson #1: Let them play. Bracketology, the term that was invented by Joe…

We meet with so many companies that believe changing the look of their marketing materials and web site is the panacea for slumping sales. Savvy marketers realize that to be effective they must first uncover why anyone would want to buy from them and then repeat the same compelling and differentiating messages in the same manner, over and over and over again. Companies that are constantly refreshing how they market themselves are brands that don’t stand…

Doritos! Why? The folks at Frito Lay have brilliantly involved their customers in creating their Super Bowl commercials. Their “Crash The Super Bowl” campaign was launched in September and nearly 800,000 people have visited the site to learn how the consumer-generated ad competition works. It’s pretty simple. Anyone can make a 30-second Doritos brand commercial to air during the Super Bowl and submit it for a chance to win $1 million and a dream job…

Marketing mistakes can be costly and hurt a company’s brand. Avoid wasting time and money by learning from others’ missteps. Here are 15 common marketing mistakes to avoid in 2015: Mistake #1:  Hiring your friend’s advertising agency. Your company’s needs are unique. An agency that’s great at retail may not be optimal for a manufacturer with global customers. Find an agency that’s right for your specific needs. Mistake #2:  Getting seduced by the new. Social media…

Just like brands have colors, logos and images they aspire to “own” and be recognized by, savvy marketers carefully select labels to propel their brands. Pick the right label and you set the tone for customers and employees. Scholars not students Entrepreneurship Preparatory School (E Prep) in Cleveland calls students “scholars”.  Why? Calling them scholars, particularly children who come from homes where dropping out of school is far too common, sends a message to the students, their parents and their…