Published in Crain’s by Laura Sheridan, President of Viva La Brand: Consumers have changed how they shop, work and live; marketing must change, too.

COVID-19 has changed consumer behavior. At-home working, at-home entertainment and at-home dining have necessitated a change in shopping and buying that many analysts predict will remain for the long term. Maintaining the same marketing strategies that worked prior to the pandemic likely won’t yield the same results going forward. If you’re committed to building long-term relationships with your customers, then you must pause and ask: What can we do to ensure our brand stays relevant…

15

Nov 2020

By Laura SheridanPress

Viva’s Blog: Marketing in the COVID-19 World – Part 3: Re-engage

Marketing in the COVID-19 WorldPart 3: Re-engage Welcome to the third entry in Viva’s 3-part series, “Marketing in the COVID-19 World”, designed to help decision makers navigate these choppy waters. The first installment, Part 1: Adjust, focused on the adjustments marketers must make to weather the storm. We talked about ensuring your brand messages and marketing add value, not noise. Part 2: Plan addressed the importance of starting the marketing planning process with new, post-COVID business goals, and then building a program to…

06

May 2020

By Laura SheridanBlog

Viva’s Blog: Marketing in the COVID-19 World – Part 1: Adjust

Welcome to the first entry in Viva’s 3-part series, “Marketing in the COVID-19 World”, designed to help decision makers navigate these choppy waters. This first installment focuses on the adjustments B2B and DTC marketers must make to weather the storm. Part 1: ADJUSTJust like we are adjusting to the new reality of staying home, marketers must adjust to the role their brands play in a customer’s life at home. Marketers must adapt how they lead their teams, speak to…

02

Apr 2020

By Laura SheridanBlog

Viva’s Blog: Focus on your brand while you hunker down.

Given the state of the world, now’s not the time to double down on a new digital campaign. It’s not the time to try to convince people to try a new product or to “like” you on Facebook. Use this time to be introspective. Conduct a brand audit. What is a brand audit?It’s an evaluation of how your brand is performing compared to your goals and uncovers how your brand is positioned in the market. It allows…

18

Mar 2020

By Laura SheridanBlog

Crain’s Cleveland Business interviews Viva La Brand’s Founder, Laura Sheridan, on niche marketing

In the early 2010s, online screening company Tenant Magic promoted its services to real estate agents, who in the wake of a poor housing market became de facto property managers for homeowners wanting to rent out their residences. Though effective enough for the Cleveland background-check provider, it wasn’t completely efficient, as only 20% of agents at the time dealt with renters. In response, Tenant Magic co-founders Jay Apple and Wayne Rothman pivoted to landlords, who…

07

Mar 2020

By Laura SheridanPress

Viva’s Blog: Your Super Bowl Ad Cheat Sheet

Super Bowl LIV is rapidly approaching. Advertisers are hustling to finalize their multi-million dollar commercials before February 2nd’s matchup in Miami. There’s a lot to look forward to off the field. Facebook makes its first foray into the media frenzy with an ad starring Sylvester Stallone and Chris Rock, the Bloomberg and Trump campaigns are dropping $10M per spot, and Anheuser-Busch is the largest spender with four 60-second commercials. It’s a lot to track. Viva’s blog is here to…

28

Jan 2020

By Laura SheridanBlog

Cleveland Institute of Art Retains Brand Strategy Firm Viva La Brand

Cleveland-based brand & marketing strategy firm is selected to conduct brand research for CIA, the region’s premier art & design college. CLEVELAND, OH – December 3, 2019 – Viva La Brand, the brand & marketing strategy and ad agency search firm was selected to conduct a brand audit study for CIA, the premier art & design college in Cleveland, OH. “We’re honored to be working with CIA – an academic and art and design…

02

Dec 2019

By Laura SheridanPress

Featured in Crain’s Cleveland Business: How’s your personal brand? By Laura Sheridan, President, Viva La Brand

You manage your finances. You manage your business. What about your personal brand? What do Oprah Winfrey, Richard Branson, Sheryl Sandberg and Ellen DeGeneres all 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 inventor of the phrase “personal…

01

Aug 2019

By Laura SheridanPress

Viva’s Blog: 8 Fun Facts About This Year’s Super Bowl Ads

[4 minute read] Ready for advertisers’ biggest night of the year? The Super Bowl ads that air on Sunday will go viral, make us laugh, and may even win Emmys. Last year, 111 million viewers watched “the show”. The next biggest event was the Oscars at 33 million. Be in the know on Sunday with these 8 fun facts: Fact #1: A steal at $5 million. A 30-second spot in this year’s edition of the…

30

Jan 2019

By Laura SheridanBlog

decantU selects Viva La Brand as its Brand & Marketing Strategy Firm

Cleveland-based brand strategy firm is retained by decantU, the Wine & Wellness Experience firm. Viva La Brand, the Cleveland, Ohio-based brand strategy and ad agency search firm, has been selected to help lead the brand development and marketing strategy for decantU, the host of interactive wine & wellness experiences. decantU Founder, Meredith Griffin, started her career as a sports performance coach and college wellness instructor for Maricopa Community Colleges. With a passion for wine and…

16

Jan 2019

By Laura SheridanPress