Everything you want to know about brand positioning.20210210010428
Everything you want to know about brand positioning.
Some brand issues never lose relevance, never go out of fashion, never get ‘solved’ – brand positioning is at the top of that heap. No matter how shiny your technology, lack of prope...
Inspired marketing: enter the manifesto brand20201018230026
Inspired marketing: enter the manifesto brand
Could a manifesto brand be the secret to bringing clarity, alignment and reinforcement to your company? A focused brand simplifies your marketing. Like a person, it tells you how it likes to dress, wa...
Why you don’t need to be the product expert to be the product marketer20180219041325
Why you don’t need to be the product expert to be the product marketer
My job as a product marketer is to find the core truth in the brand we’re selling. The core truth is what people say about our product, unprompted and off the cuff. If we can capture that truth ...
Let your competitors do your brand positioning for you20180208055612
Let your competitors do your brand positioning for you
Brand positioning isn’t an esoteric term. It’s all about my mom. My mom was looking for a new mini-SUV. I took her shopping, intent on impressing on her the infinite superiority of my cl...
The power of a visual brand20180118000309
The power of a visual brand
There simply is nothing more powerful than a visual brand – a brand you can identify without words by simply seeing a powerful icon. That’s why, as part of virtually every brand project, I...
Which brand platform is best? (Spoiler alert: any of them)20171221001046
Which brand platform is best? (Spoiler alert: any of them)
Today, choosing how to effectively communicate can feel like drinking from a firehose. There are simply too many platforms for marketing your message. More often than not, the overabundance of choice ...
From Unique Selling Proposition to Unique Ownable Speciality20171121000830
From Unique Selling Proposition to Unique Ownable Speciality
Over the course of the last three BrandDIY posts (you can check them out here, here and here) we’ve done some heavy lifting. Specifically, we’ve figured out what you think your brand does ...
Create a lizardproof brand20171107002150
Create a lizardproof brand
For most marketers, cutting through the noise with their brand message is a big concern. But even if your message gets to your audience, there’s no guarantee they’ll absorb it. This speech...
Brand backcasting – envision the future, then plan how to get there.20170718005129
Brand backcasting – envision the future, then plan how to get there.
Over the course of 25 years of helping clients build effective brands, I’ve discovered a huge, yawning gap in the market: commonsense brand building techniques aimed at entrepreneurs who want to...
What goes into a Brand Bible?20170620003026
What goes into a Brand Bible?
I love launching new brands. In fact, I’m currently helping four startups either conceive their brand from scratch or rethink their brand as they start to get traction and need to position thems...
The Death of the Canadian Political Story20150831222008
The Death of the Canadian Political Story
In this podcast, I join CFAX’s Mark Brennie discussing the branding of the Canadian political story. This conversation was inspired (in a non-inspiring way) by a recent story in the New York Tim...
Enlightened Blogging Part 3: How to Create a Popular Blog20150525190249
Enlightened Blogging Part 3: How to Create a Popular Blog
Alright folks, we’re in the home stretch – ‘How to create a popular blog’ is the final piece of the three-part experiment on effective blog marketing I’ve conducted over the past 4 months....
Didn’t See It Coming 1: The Podcast20150417203914
Didn’t See It Coming 1: The Podcast
For those of you unfamiliar with my book Didn’t See It Coming, this podcast should help. It’s the first in an ongoing series, pulled from my monthly radio appearances on CFAX radio....