brand-basics

Brand can be one of those complex concepts that eludes. As a marketing professional, I’ve attempted to explain brand and its impact on business only to be faced by blank stares, laughs or dismissal. It’s only been the last few years that I’ve successfully condensed these complexities and generated what might be a good summary […]

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B2B2C

My job is to create demand and demand turns into dollars. A bulk of my marketing career has been at companies that neither fit into the traditional definition of business-to-business nor business-to-consumer. Mohawk Industries made flooring and sold to a variety of retailers — from big box home centers to mom-and-pop small businesses — who then sold to the consumer. […]

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Product-Placement

I don’t watch commercials. As a marketing professional, it’s a horrible confession to think that the Super Bowl might be the only time I ever purposely watch a 30-second spot. The fast-forward button is probably the most used on my remote as the DVR has made live television — and therefore commercials — obsolete. If I […]

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Prepare-4-Impossible

The campaign begins. It’s not launching with some sort of bang or even a thud. Quite deliberately, it begins just as a trickle. Over the next few months, a story will be told. It’s not the only story, but it’s the first one. As I explained in my last entry, I am a storyteller. This campaign is […]

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