How To Grow A Small Business In A Crowded Market Segment

Many small businesses are faced with the same challenge – how to differentiate their service or product offering and increase their customer base. Most small businesses are created by the vision of the founder and lots of hard work. As the business achieves early growth, the founder may bring in family members or others to help run the business. Through hard work, the business achieves success and builds a stable customer base. Now the founder has become a manager, with most of his or her attention focused on running the business. However, after a while the business plateaus and growth becomes harder to achieve and sustain.

Continue reading

The Name In Front Of The Name You Know

Has online shopping ushered in the age of commodification of branding?

Has online shopping ushered in the age of commodification of branding?

Is brand preference being usurped by algorithms?

For the better part of my advertising career I worked with commodity and specialty brands. This was especially true in the chemical industry. Consumer brands such as M&M’s or Revlon would prefer that their customers not know too much about what really goes into the making of their favorite snack, nail polish color, or fragrance. We referred to these brands as the name behind the name you know. Continue reading

Why employees are the best source for inbound marketing content

Having a process and the right skill set to capture marketing content is half the battle.

Speak with almost any CEO of a small to mid-sized brand, and they will tell you that inbound marketing is an important communication component in creating and maintaining brand preference. However, ask them what resources or processes are in place dedicated to inbound marketing content, and the answer will tell you that this is usually more wishful thinking than reality. Continue reading

Social media content strategy


Why platform selection affects the quality and quantity of social media content

Social media, love it or leave it, is hard to get away from. What started as digital networks where like-minded users could connect and share information has grown into a multi-billion dollar network catering to sophisticated brand advertising and user generated content. Continue reading

Aviation Marketing: Investing in your brand perception


As your brand is perceived so is your company.

In the aviation industry, brands fall into three categories – innovators, challengers and laggards. Innovative brands take calculated risk; they think big, invest smartly and understand the power of marketing. Challenger brands are smart and agile they rely on new technology and materials to disrupt traditional business models. Laggards, well are laggards. Laggard brands practice “Random Acts of Marketing” a term my colleague Paula Willliams uses to describe marketing tactics without strategy. Continue reading

Aviation marketing: Why bother with branding?

Why bother with branding?

Our experiences, values, DNA makeup and beliefs drive our unconscious decision towards a specific brand

Our emotional connection with a brand is an unconscious decision

Product and service innovation in the aviation industry comes from improved features and functions. On the flight deck, it can be a chip-driven avionic component that replaces a mechanical legacy system, to the cabin, where passengers are plugged into inflight wireless connectivity while enjoying their lay-flat seats — these innovations are the result of engineering. Continue reading