by Pamela Danziger | Feb 22, 2023 | BLOG, Branding, Business Planning, Marketing
We’ve been told a consumer’s path to purchase proceeds in a straight line: awareness, familiarity, consideration, purchase … and if done right, it leads to loyalty. It’s a logical step-by-step progression model and gives brands the confidence to manage customers’...
by Pamela Danziger | Feb 22, 2023 | BLOG, Branding, Marketing
Paradoxes are both familiar and common to the human condition. They are brain teasers that reveal faults in our senses and errors in human logic. Authors and poets delight in paradoxes because they stop the reader in their tracks to ponder the apparent contradictions....
by Pamela Danziger | Feb 21, 2023 | BLOG, Branding, Marketing, Uncategorized
The concept of the Unique Sales Proposition (USP) has been enshrined in marketing and sales circles for decades. Advanced by advertising executive Rosser Reeves in the late 1940s and 50s and then introduced into the lexicon in his 1961 book Reality in Advertising, he...
by Chris Ramey | Mar 11, 2022 | BLOG, Branding, Business Planning, Marketing, Retail
You have lots of competitors if you sell a product. But none if you sell yourself. It is easy for you to believe that consumers are buying products. You’ve probably been taught that’s why they visit your website, call you or walk in your door. In fact, they are...
by Paul Friederichsen | Mar 11, 2022 | BLOG, Branding, Marketing
Few terms in business are used more than “branding” and “marketing” yet ironically, they are so often misused or misunderstood. It seems like there are as many definitions of the term “branding” as there are brands. Branding is the work of a company to provide a...
by Chris Ramey | Mar 6, 2022 | BLOG, Marketing
“Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of...
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