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…

There’s a reason the ALS Association, the non-profit devoted to searching for new treatments and a cure of Lou Gehrig’s disease, has raised $11.4 million in the last 18 days: the ice bucket challenge. This social media phenomenon involves dumping a pail of ice-cold water over your head and then challenging three other people to do the same within 24 hours. Not in the mood to get wet? Donate $100 to the ALS Association instead. The idea…

As Peter Lewis, the late Chairman of Progressive Insurance used to say, “our most important assets walk up and down the stairs everyday.” Savvy business leaders understand that strong brands aren’t built by the marketing department alone; every employee in an organization contributes to the health of the brand. That’s why it’s key to leverage employees as “brand ambassadors”. For many organizations, the strength of the brand rests on the values and behaviors of its…