Tag Archives: brand

Success Can Kill a Brand

  This weekend I attended a conference that I’ve attended for 10 out of the 12 years that it’s been held.  Part of its attraction is the high quality of instruction from experts brought in from all over the world; part is strictly social.  Yet, this small conference that started with about 50 people has […]

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Brand Extensions: More Business or Confusion?

The brilliant and insightful business cartoonist, Tom Fishburne, recently published this great “Marketoon” on the dangers of brand extensions.  It reminded me of a conversation I had with some marketers recently about why I thought a brand that I once worked for had gone awry.  It wasn’t brand extensions into new categories that got them […]

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Cheaper, Better, Different

Last year I did an in-depth marketing analysis for a brand that was part of a portfolio of product lines.  As I got into the data dig, it was clear that the usual culprits: pricing, distribution and promotion were not at fault.  Instead, it was a combination of product and positioning that were causing this brand […]

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The Brand is in the Details

Details are important, but have you discovered how important they are to your brand identity? Previously I worked for a start-up whose founder thought that he knew the target audience and what their perception was of our brand.  Being in charge of marketing, it occurred to me that the founder and entire team needed a wake-up call to realize […]

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White Girl Salsa: Differentiated Brand=Potential Success

What the world doesn’t need is another salsa brand.  If you’ve browsed your local market lately, you’ll see plenty of offerings from small-batch salsa companies to large corporate manufacturers.  A friend of mine told me that recently in a business launch session, a retail buyer told her “whatever you do, don’t bring me another salsa!” But there […]

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Sage Marketing Quote

Using “power copy” is the key to an effective digital communication.  If your readers don’t relate your words with your brand, you don’t stand a chance.”  –Jeanniey Mullen

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A Dog that Stays on the Porch Finds no Bones

I found this proverb while I was thinking about business planning, and it reminded me that I too, need to get off the porch and try new things for my business.  While it does happen, sitting on a porch waiting for new business to be delivered, wrapped in a bow, is not a sound business or marketing […]

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Are crickets chirping on your company blog?

Every week my husband groans and asks why I have to keep writing my business blog: Fertile Ground.  He views the exercise as an albatross around my neck, since I’m a small business owner who can’t share the  writing responsibilities with anyone else.  I see it differently—and so does Mark Schaefer who wrote an excellent piece this week on his […]

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Sage Marketing Quote

If you do build a great experience, customers tell each other about that. Word of mouth is very powerful. –Jeff Bezos

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Who Defines “the Best” Product?

Over the weekend, I stopped at a new Farmer’s Market booth selling old-style European pastries.  The uncut coffeecake was so interesting that I asked the women in the booth to describe the ingredients and how she made this delicacy. After a long list of mouth-watering ingredients and scratch-baking techniques, she highlighted the fact that she […]

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