Fascination plays a role in every type of decision-making, such as the brands you choose, the songs you remember, the person you marry, and the employees you hire. What makes something (or someone) fascinating? According to Sally Hogshead, author of “Fascinate: Your 7 Triggers to Persuasion and…
Archive for the ‘Branding’ Category
Wednesday, November 3, 2010
Fascinate: 7 Triggers to Persuasion & Captivation
Continue reading "Fascinate: 7 Triggers to Persuasion & Captivation"
Monday, October 18, 2010
Did Ben & Jerry’s Do the Right Thing at the Right Time?
Is high-fructose corn syrup, artificial vanilla and alkalized cocoa “natural”? Not so much. So why would Ben & Jerry’s label its ice cream and frozen yogurt as “All Natural”? Gasp.
There’s no doubt the Ben & Jerry’s brand stands for environmental consciousness and social respons…
Wednesday, October 6, 2010
Rebranding High Fructose Corn Syrup: Good or Bad Idea?
Long used as a cheap mainstay for processed foods on supermarket shelves, food manufacturers have gone back to using sugar. Or honey. Anything but high-fructose corn syrup. Due to increasing concerns and bad press about high fructose corn syrup, many manufacturers have stopped using it. Losing…
Monday, September 27, 2010
Are Referral Fees the New Word-of-Mouth Marketing?
I’m sure you’ve done it. I know I’ve done it many times: You refer a client or colleague to a supplier or vendor you know. Isn’t that considered the ultimate inbound or word-of-mouth marketing? These referrers are a company’s best brand ambassadors, right? But what if the referrer expects a fee? Now…
Monday, September 20, 2010
4 Marketing Lessons From the Walgreens Transformation
We all know Walgreens as one of a handful of retailers where you can go to fill your prescriptions. It is one of the few stores people visit to pick up their pharmaceuticals and grab milk, magazines and deodorant at the same time.
Over the years, Walgreens has employed what I like to call the “…
Tuesday, September 7, 2010
Even Good Marketers Make Dumb Mistakes
At some point in your career, you must have made a dumb marketing mistake. Tell me I can’t be the only one. You know what I mean—something you overlooked or got away from you, and you just didn’t catch it. You may have swept it under the carpet, and no one noticed. Lucky. But who’s going to be…
Friday, September 3, 2010
Time to Make the Donuts
I have a confession to make. I didn’t have my article ready to post in this space until early this Friday morning. And, as I was climbing out of bed to write, my wife rolled over and asked, “Time to make the donuts?”
“Time to make the donuts” is the phrase Fred the Baker would repeat in a somber …
Wednesday, August 11, 2010
An Online Maxim: Make It Simple for People to Buy From You
If you’ve done your marketing job right, and you’ve got a customer standing in front of you with cash in hand, then you’ve got to make sure you are able to take that cash and put it in your pocket. However, too many businesses and bloggers make it too difficult for their customers to buy from them….
Monday, July 26, 2010
3 Ways B2B Marketing Professionals Can Adapt to the Real-Time Web
It’s no secret that modern B2B marketing is all about the web. B2B marketing is actively being shaped by the power of the Internet as a resource and researching tool for prospects and buyers alike.
Add another layer of change when you consider the ability to share information in real time, and …
Wednesday, July 14, 2010
Social Media Marketing for (Real) Dummies
Do you ever wonder why some business people choose to practice social media marketing? I mean, there are some folks who aren’t quite ready for prime time. I don’t want be snooty about this, but, come on. How credible can they be when they present themselves (and their brands) like dummies?
So, …
