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
Brand enhancement via social media is still viable but vigilance is required.
There are branding benefits that can be derived and measured for brands that choose to participate in social media. However, practicing a “set and forget” social media strategy can have negative branding repercussions. Continue reading
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
For all of the decision-making benefits big data may provide, a message with a strong emotional connection is still the best solution.
As demonstrated in the recent presidential election, a simple statement that created an emotional connection with millions of voters undid big data analysis. You may be asking how did this happen and how was it misdiagnosed? Continue reading
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
Visceral experiences create emotional connections to brands.
It was the bucket list ride. 2,200 miles in all, beginning with a ride to Big Bend National Park and culminating with the North Texas Norton Owners Association rally in the Texas hill country. That much seat and think time allows for serious contemplation such as brand loyalty -– how to create it and how to keep it. Continue reading
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
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
Consideration decisions come from establishing an emotional connection
Most big-ticket purchases in aviation and related industries are considered purchases. It is the job of marketing to understand what is important to decision makers and influencers in terms of feature, function, and cost benefit. Those are the issues that will be weighted against the competition when the rational purchase process begins. Continue reading
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