Words

How do you know your brand is dying?

When someone signs up for my newsletter, I reach out to see if they have a burning brand question they’d like to ask. Recently, I got a great one. The question was: What do you do when you see your brand dying, but others around you don’t? At first, I was taken aback. Brands are

Read

How to do a publicity stunt that builds your brand

In the age of social media, a publicity stunt can be a boon for your brand – or a bust. Recently, two organizations in my town tried to garner publicity with stunts – and failed miserably. In the first case, Fresh Coast Health Food Bar was derided for fat shaming for publicity when an Instagram post

Read

BrandDIY 3: So what do YOU want my brand to be?

If you read my last brandDIY post, you’re probably all revved up about your brand’s Unique Selling Proposition (USP). Truth is, the fun is only half done. In this story, we kick it up a notch and ask your fans what they think your USP should be. Of course, if you haven’t read the BrandDIY

Read

Eclipses, superstition, and marketing.

On August 21st, the world witnessed a stunning solar eclipse. And in completely unrelated news, on August 21st I went on the air with CFAX’s Mark Brennae to chat marketing. It seemed too good an opportunity to pass up. Could I draw a parallel between eclipses and marketing? Turns out, finding the connecting threads wasn’t

Read

What Bill Bernbach would say about data-driven marketing.

I love tech. Most of my clients are launching or growing the next generation of wizardry that will make the world a better, more facile, happier place. My job is to tell audiences exactly what it is my tech clients are doing, and why that’s worthwhile, in language simple enough for all to understand. Being

Read

BrandDIY 2: Yup, you can be a #1 brand.

If you read my last post, you’re probably here to pick up more tips on DIY brand building. If you haven’t, let me bring you up to speed on the grand brand experiment underway. I’ve been helping clients build powerful brands for over 25 years. Today, more than ever, entrepreneurs with small to medium sized

Read

BrandDIY 1: What will your brand be when it grows up?

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 do it themselves. Which, if you think about it, pretty much covers all of us. With that in mind, I launched the BrandDIY Playbook

Read

The importance of brands in a lowest-bid-wins world

Brands have been with us since the dawn of humanity. Even in prehistoric times, things like face paint and feathers in our hair identified our tribe. As our world became more complex, the importance of brands steadily increased. A red cross on a white tunic spoke volumes about the faith and politics of a crusader.

Read