The LinkedIn ‘Cocktail Intro’20191125214325

The LinkedIn ‘Cocktail Intro’

Brad FeltNovember 25, 20190 comments
There are few moments that make you lose your faith in humanity more than a Board of Trade networking lunch. The rubber chicken entree is bad. The cornball speaker (“And now, put your hands together f...
Marketing solutions to problems that don’t exist?20190912053656

Marketing solutions to problems that don’t exist?

Marc StoiberSeptember 12, 20190 comments
Can you think of one thing that really revs you up? For me, it’s teaching. I’m a brand consultant. I’m an entrepreneur. But nothing beats the thrill of teaching. When I was teaching at the university ...
Do sustainability and real estate marketing mix?20190829184434

Do sustainability and real estate marketing mix?

Marc StoiberAugust 29, 20190 comments
Spirit Bay is a whole new kettle of fish when it comes to real estate marketing. The village, on the southern coast of Vancouver Island in Canada, was developed based on traditional principles of comm...
How to evaluate creative ideas20190821041612

How to evaluate creative ideas

Marc StoiberAugust 21, 20190 comments
How do you evaluate creative ideas? In my 25 years of presenting creative ideas to clients, I’ve come across many methods – some intuitive, some analytical, and some are downright goofy.  Listen to th...
Solar lighting: unleashing the brand20190812192339

Solar lighting: unleashing the brand

Marc StoiberAugust 12, 20190 comments
Solar lighting as a brand is beset by misperceptions. People still overwhelmingly believe the lights break, the batteries don’t last, the whole category is a cheap, Home Depot novelty. Winning h...
How to build a top tech city brand20190801051551

How to build a top tech city brand

Marc StoiberAugust 1, 20190 comments
Quick, name two top tech cities. San Francisco, and, ummm… Exactly. Being a top tech city and being known as a top tech city are two quite different things. It’s an important difference, t...
The rise and fall of podcasting20190729172813

The rise and fall of podcasting

Marc StoiberJuly 29, 20190 comments
To me, podcasting is a passion – I simply love bringing guests on who have an interesting perspective on brands, marketing and communication, and I love sharing their ideas with my audience. If ...
Effective outdoor advertising: the art of constraint20190710005447

Effective outdoor advertising: the art of constraint

Marc StoiberJuly 10, 20190 comments
Alright, I’ll say it – this story on creating effective outdoor advertising is entirely self-serving. I’m writing it is because a partner and I are launching a new outdoor ad offerin...
Pushing past your comfort zone: my University of Adversity interview20190705181557

Pushing past your comfort zone: my University of Adversity interview

Marc StoiberJuly 5, 20190 comments
My journey through the world of marketing has had its fair share of ups, downs, goods, bads and uglies. So when University of Adversity podcast host Lance Essihos dialled me up to relate my stories to...
Does your marketing need skunk works?20190704164614

Does your marketing need skunk works?

Marc StoiberJuly 4, 20190 comments
Every job becomes mundane and routine if you do it long enough – marketing is no exception. The problem is, marketing is about disruption. Standing out in a crowded field by zigging when everyon...
Diversity and inclusivity marketing? Advice from a sustainability veteran.20190625012649

Diversity and inclusivity marketing? Advice from a sustainability veteran.

Marc StoiberJune 25, 20190 comments
Diversity and inclusivity are very much in the marketing news. For a start, the UK just implemented a ruling banning ads that portray gender stereotypes – something I was invited on talk radio t...
The best video introduction ever20190614222901

The best video introduction ever

Marc StoiberJune 14, 20190 comments
A video introduction to a piece of thought leadership is a deceptively tricky thing to get right. Or so I discovered a few weeks ago. A client of mine was launching a series of educational modules aim...
What’s in this coffee? The unlikely rise of McDonald’s brand brew.20190514230937

What’s in this coffee? The unlikely rise of McDonald’s brand brew.

Marc StoiberMay 14, 20190 comments
The other day, I was strolling through Costco, and saw McDonald’s brand coffee pods on sale. I was amazed – not so long ago, I was working on the McDonald’s account as a creative dir...
Your most powerful marketing tool is the humble testimonial video20190503004400

Your most powerful marketing tool is the humble testimonial video

Marc StoiberMay 3, 20190 comments
Nobody wants to buy what you’re pitching. It’s simple psychology. You’re making a pitch. Thus, you have a vested interest that makes your pitch partisan, and your audience cynical. But what happ...
The trouble with origin storytelling? The origin.20190201210101

The trouble with origin storytelling? The origin.

Marc StoiberFebruary 1, 20190 comments
Storytelling is de rigueur in marketing today. And origin stories (those describing a founder’s or product’s origin and journey to success) are the most popular of the genre. There is an a...
Fear, Halloween, and Brand Thinking20181101222311

Fear, Halloween, and Brand Thinking

Marc StoiberNovember 1, 20180 comments
I love connecting tangents that don’t obviously belong together. That’s why, in honour of Halloween, I did a bit of research into the correlation between fear and brand thinking. Crazy? Ac...
A great brand positioning shortcut20181022224638

A great brand positioning shortcut

Marc StoiberOctober 22, 20180 comments
If you market for a living, you understand brand positioning is a complex process where you read the tea leaves on your brand, your competitors’ brands, and (most important) consumer preferences...
Ten-ish slides that will define your brand20181009000858

Ten-ish slides that will define your brand

Marc StoiberOctober 9, 20180 comments
A short time ago, I was called in to help a team of university students in an Entrepreneurial Business Case Competition – ostensibly as a brand guy who could provide guidance on getting their me...
Everything you wanted to know about positioning, but were afraid to ask.20181002010428

Everything you wanted to know about positioning, but were afraid to ask.

Marc StoiberOctober 2, 20180 comments
Some brand issues never lose relevance, never go out of fashion, never get ‘solved’ – positioning is at the top of that heap. No matter how shiny your technology, lack of proper posi...
Is your advertising newsworthy?20180926191708

Is your advertising newsworthy?

Marc StoiberSeptember 26, 20180 comments
The problem with most advertising is that it’s done the same way doting parents describe their kids – with the mistaken belief that everyone cares how pretty / smart / really good at banal...
Is it time your brand reinvented the ordinary?20180919033035

Is it time your brand reinvented the ordinary?

Marc StoiberSeptember 19, 20180 comments
Paul Lavoie, an old friend of mine, built an incredibly successful ad agency brand. Lavoie is a brand unto himself, as anyone who has ever seen him or heard him speak will attest. But when he retired ...
Nike, Kaepernick, and the power of a bold brand20180910032547

Nike, Kaepernick, and the power of a bold brand

Marc StoiberSeptember 10, 20180 comments
Nike launched one of its boldest brand statements yet on Labour Day. The campaign, featuring Colin Kaepernick and the rallying cry Believe in something even if it means sacrificing everything brought ...
Could you successfully market yourself on a plane?20180822004229

Could you successfully market yourself on a plane?

Marc StoiberAugust 22, 20180 comments
I met an interesting gentleman a short time ago, while building out a lead gen campaign for one of my clients in San Francisco. He walked up to my desk at the client office, and politely asked what I ...
Can you speak your brand in 30 seconds?20180724021522

Can you speak your brand in 30 seconds?

Marc StoiberJuly 24, 20180 comments
People love to connect with other people. We’re wired to pick up subtle cues from their words and body language, which enable us to quickly determine if they’re trustworthy or not. It̵...
Putin and the brand of the authoritarian strongman20180718012213

Putin and the brand of the authoritarian strongman

Marc StoiberJuly 18, 20180 comments
This week, politics took a turn for the surreal as US President Trump kowtowed before Russian President Putin in Helsinki. What is the allure of Putin? And why are we witnessing the proliferation of a...
The selling power of trusted, familiar ideas20180709041050

The selling power of trusted, familiar ideas

Marc StoiberJuly 9, 20180 comments
New ideas are hard to absorb. Especially today, when we feel besieged by a barrage of new. Our reaction, increasingly, is to duck and cover, hoping the storm will pass. I love marketing new ideas. But...
Inspired marketing: the manifesto brand20180619230026

Inspired marketing: the manifesto brand

Marc StoiberJune 19, 20180 comments
A focused brand brings simplicity and clarity to your marketing. Like a person, it tells you how it likes to dress, walk and talk. All you need to do is stay on track, and resist the urge to contort i...
Generate free LinkedIn business leads (The one coffee method)20180612225431

Generate free LinkedIn business leads (The one coffee method)

Marc StoiberJune 12, 20180 comments
I need to start this post with a confession: I use LinkedIn all the time to generate business leads for my B2B clients. It’s a fairly elaborate process that involves paid tools and enhancements. What ...
How to make your landing page your hardest-working brand tool20180604201950

How to make your landing page your hardest-working brand tool

Marc StoiberJune 4, 20180 comments
Long, long ago, in a time before landing pages, I used to build brand bibles for my clients. These ‘bibles’ were repositories of everything great and good about their brand, including: The...
How to brand in the gig economy20180528045157

How to brand in the gig economy

Marc StoiberMay 28, 20180 comments
A brand is, by definition, the equivalent of reputation – and in today’s gig economy, reputation is what enables solopreneurs and entrepreneurs to survive and thrive. But there’s a f...
Tell a better story20180518223309

Tell a better story

Marc StoiberMay 18, 20180 comments
A great story is more than entertaining and captivating – it can be the glue that helps you organize your information to create a more cohesive, coherent brand. There are plenty of story constru...
The trick to making infographics work20180510051003

The trick to making infographics work

Marc StoiberMay 10, 20180 comments
Infographics are the antidote to the data firehose. They break complex information into graphic bits, tie the bits together with arrows and circles, and assemble them in pictures so pretty you want to...
Make testimonials work for your brand20180430002630

Make testimonials work for your brand

Marc StoiberApril 30, 20180 comments
We’ve all seen cheesy late night testimonials for thigh masters and miracle vitamins. They’re cringeworthy. But a true, heartfelt testimonial can move mountains for your brand. Here’...
Do you need to fix your brand name? (p.s. it’s easy)20180424000700

Do you need to fix your brand name? (p.s. it’s easy)

Marc StoiberApril 24, 20180 comments
Bad brand names are one of the most consistent forms of self-sabotage I see in marketing today. Ironically, they’re also one of the easiest fixes around. There is no reason to stick with a lousy...
Shake up your brand placement20180417003410

Shake up your brand placement

Marc StoiberApril 17, 20180 comments
We humans are creatures of habit. When we go to the supermarket for toothpaste, we stride purposefully to the oral care aisle. Mission accomplished. But for the dozen toothpaste brands fighting for vi...
Creating an impactful message, the Winston Churchill way.20180408192117

Creating an impactful message, the Winston Churchill way.

Marc StoiberApril 8, 20180 comments
I recently saw Darkest Hour, which gave me the opportunity to witness Winston Churchill’s amazing ability to craft impactful messages.  A fascinating part of the film was seeing Churchill prepar...
Inside tips on honing your authentic brand20180403205107

Inside tips on honing your authentic brand

Marc StoiberApril 3, 20180 comments
‘Authentic brand’ is the cliche du jour – everyone wants one, but few people understand what it really entails. Google ‘Create an authentic brand’, and you get plenty of ...
How to craft a simple marketing message20180319005159

How to craft a simple marketing message

Marc StoiberMarch 19, 20180 comments
Nathaniel Hawthorne famously said “Easy reading is damn hard writing.” He must’ve been thinking about crafting simple marketing messages. Every marketing communicator strives for sim...
How to Make Your Best Ever Sales Pitch in Just 3 Minutes20180313005038

How to Make Your Best Ever Sales Pitch in Just 3 Minutes

Marc StoiberMarch 13, 20180 comments
Got 3 minutes? Sometimes, brevity is the best medicine. Or, in the words of Churchill, “If you want me to speak for two minutes, it will take me three weeks of preparation. If you want me to speak for...
Marketing at every step of the buying process20180304221100

Marketing at every step of the buying process

Marc StoiberMarch 4, 20180 comments
There’s been a sea change in the marcom business. In the bad old days, the focus of marketing was reaching out to consumers to sway their purchase decision. The actual purchase, more often than ...
What would make you want your own product?20180223201820

What would make you want your own product?

Marc StoiberFebruary 23, 20180 comments
As someone who has built many, many brands over the years, I can tell you from experience that the most important job in the process is getting inside the consumer’s head to figure out what the ...
The future brand of marijuana20180220013206

The future brand of marijuana

Marc StoiberFebruary 20, 20180 comments
I just finished my second stint consulting for a marijuana company. As luck would have it, this coincided with my regular slot chatting with Mark Brennae of CFAX radio. So Mark and I had a great conve...
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

Marc StoiberFebruary 19, 20180 comments
In 1912, McCann Erickson Advertising trademarked The Truth Well Told as their moniker. It perfectly summed up the job of advertising then, and still does today. Our job as product marketers is to find...
Consumers are human. If you want to sell to them, get to know them.20180211213121

Consumers are human. If you want to sell to them, get to know them.

Marc StoiberFebruary 11, 20180 comments
Funny thing about consumers. The more distant they get from a marketer, the more they tend to look like research statistics. That’s why I love working with entrepreneurs who still get to sell th...
Let your competitors do your brand positioning for you20180208055612

Let your competitors do your brand positioning for you

Marc StoiberFebruary 8, 20180 comments
 I hated that day. It came while I was working on a Japanese car account. My mom was looking for a new mini-SUV. I took her shopping, intent on impressing on her the infinite superiority of my client...
Mini Marketing Moment: ‘Name Modifiers’20180201000308

Mini Marketing Moment: ‘Name Modifiers’

Marc StoiberFebruary 1, 20180 comments
Most companies have terrible, nondescript names. They’re named after their founders (Albert, Bean and Crumpet Incorporated), they use inscrutable acronyms (ABC Inc) or they use cryptic metaphors...
The power of one word positioning20180130063317

The power of one word positioning

Marc StoiberJanuary 30, 20180 comments
Pop quiz. When I say Porsche, you say…fast? I say Volkswagen Bug, you say…quirky? Corvette? Muscle. Toyota? Reliable. And of course, Volvo = safe. In fact, Volvo has carved out such a form...
Online education as killer brand building tool.20180130003735

Online education as killer brand building tool.

Marc StoiberJanuary 30, 20180 comments
I have a confession to make. For the better part of a year, I’ve been struggling to translate my brand knowledge into meaningful online education. I know, I know, I’ve helped other people ...
Mini Marketing Moment: ‘Key Visuals’20180118000309

Mini Marketing Moment: ‘Key Visuals’

Marc StoiberJanuary 18, 20180 comments
Consumers have the attention span of a goldfish. It’s extremely hard to capture, and hold their attention. And while we may find our brand copy fascinating, chances are consumers just don’...
The Antidote to the Accumulation Nation20180116005010

The Antidote to the Accumulation Nation

Marc StoiberJanuary 16, 20180 comments
Didn’t See It Coming usually explores brands that learn from the past, look to the future, and profit because of it today. But every once in a while, you meet someone who has such a terrific sto...
Are you making obvious marketing mistakes?20180115140858

Are you making obvious marketing mistakes?

Marc StoiberJanuary 15, 20180 comments
Illustration: My wife’s list of obvious marketing diligence points. A short time ago, I was describing the progress of a new product with my wife. I was animated and excited, but her response wa...
Mini Marketing Moment: ‘Templating’20180104001405

Mini Marketing Moment: ‘Templating’

Marc StoiberJanuary 4, 20180 comments
Say you’ve just created a powerful campaign to market a complex product (a car, for example, or a real estate development). Then, a couple of key people on the business are transferred onto anot...
How to stand out as a solopreneur20180102001209

How to stand out as a solopreneur

Marc StoiberJanuary 2, 20180 comments
Recently, I had the opportunity to speak to a group of solopreneurs on the importance of standing out from the competition – and how to do just that with a powerful Unique Selling Proposition. L...
Mini Marketing Moment: ‘Just Do Something’20171221001046

Mini Marketing Moment: ‘Just Do Something’

Marc StoiberDecember 21, 20170 comments
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 ...
Using Creative Dissonance to Build Surprising Brands20171218161024

Using Creative Dissonance to Build Surprising Brands

Marc StoiberDecember 18, 20170 comments
A great brand can be the culmination of a single minded vision. But in my experience, the best, most surprising brands come about by bringing together two conflicting forces – matter and antimat...
Think Brand Simple20171211150543

Think Brand Simple

Marc StoiberDecember 11, 20170 comments
In the 1950’s and 60’s, Volkswagen’s brand advertising was the talk of the town. Contrary to the ad zeitgeist (More! Better!) the VW ads engaged readers with humble, common sense pro...
Has Christmas Always Been Hypermarketed?20171205000935

Has Christmas Always Been Hypermarketed?

Marc StoiberDecember 5, 20170 comments
Not long ago, my wife pointed out that the Christmas marketing and shopping season was now not only infringing on Thanksgiving – but even Halloween! What next? Would we be doing our Christmas sh...
BrandDIY 4: From Unique Selling Proposition to Unique Ownable Speciality20171121000830

BrandDIY 4: From Unique Selling Proposition to Unique Ownable Speciality

Marc StoiberNovember 21, 20170 comments
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 ...
For Marketers: How to Lizardproof Your Brand20171107002150

For Marketers: How to Lizardproof Your Brand

Marc StoiberNovember 7, 20170 comments
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...
How do you know your brand is dying?20171017002548

How do you know your brand is dying?

Marc StoiberOctober 17, 20170 comments
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 y...
How to do a publicity stunt that builds your brand20171003000501

How to do a publicity stunt that builds your brand

Marc StoiberOctober 3, 20170 comments
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....
BrandDIY 3: So what do YOU want my brand to be?20170919004151

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

Marc StoiberSeptember 19, 20170 comments
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 no...
Eclipses, superstition, and marketing.20170905004301

Eclipses, superstition, and marketing.

Marc StoiberSeptember 5, 20170 comments
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...
What Bill Bernbach would say about data-driven marketing.20170829005842

What Bill Bernbach would say about data-driven marketing.

Marc StoiberAugust 29, 20170 comments
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 m...
BrandDIY 2: Yup, you can be a #1 brand.20170801000521

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

Marc StoiberAugust 1, 20170 comments
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 b...
BrandDIY 1: What will your brand be when it grows up?20170718005129

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

Marc StoiberJuly 18, 20170 comments
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...
The importance of brands in a lowest-bid-wins world20170704002943

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

Marc StoiberJuly 4, 20170 comments
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 o...
What goes into a Brand Bible?20170620003026

What goes into a Brand Bible?

Marc StoiberJune 20, 20170 comments
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...
Hmmm, I wonder how many people I can annoy with this advertising?20170606005641

Hmmm, I wonder how many people I can annoy with this advertising?

Marc StoiberJune 6, 20170 comments
The point of advertising is to engage people, in order to sell them stuff. Pretty simple. Yes, there are a number of ways to engage. You can make them smile, make them laugh, pull their heartstrings, ...
The implosion of media. Who saw it coming?20170515230804

The implosion of media. Who saw it coming?

Marc StoiberMay 15, 20170 comments
Ian Gill is the author of No News Is Bad News. He’s an experienced journalist, documentarian, entrepreneur and catalyst for boundary-breaking media. According to Gill, legacy media has completel...
Brexit, Trump, and the Brand of Over Simplicity20170502021623

Brexit, Trump, and the Brand of Over Simplicity

Marc StoiberMay 2, 20170 comments
A brand is designed to simplify complex concepts. But in the real world, simplification isn’t always smart. Britain voted with a simple  Yes / No referendum to abandon membership in the EU, a pa...
Tim Hortons: a cautionary tale of bean counters and brands.20170418004212

Tim Hortons: a cautionary tale of bean counters and brands.

Marc StoiberApril 18, 20170 comments
A recent Globe and Mail story described the ‘brutal’ transformation of beloved Canadian restaurant brand Tim Hortons. The cause of the messy shift? Budget cuts by Tim’s new owners &#...
Why did the Pepsi Kendall Jenner ad fail? Brand overreach.20170411020050

Why did the Pepsi Kendall Jenner ad fail? Brand overreach.

Marc StoiberApril 11, 20170 comments
Recently, Pepsi pulled a monumental two minute ad starring Kendall Jenner as the girl who, well, solved social injustice with a fist bump and soda. The ad was so wrong on so many fronts. Instead of re...
You’re not a commodity brand. Now prove it.20170403000039

You’re not a commodity brand. Now prove it.

Marc StoiberApril 3, 20170 comments
This is the manuscript of a brand speech Marc delivered on being commodity brand, March 9th at a financial managers’ conference in British Columbia, Canada. Our world has grown incredibly small....
Is Our Culture Ready for Massive Societal Change?20170321002457

Is Our Culture Ready for Massive Societal Change?

Marc StoiberMarch 21, 20170 comments
Todd Sivers is an experienced personal coach with a unique system for helping people create positive change. To him, the tension we’re seeing between our regressive politics and our unprecedente...
SWDIDA: It’s time you get one!20170307000834

SWDIDA: It’s time you get one!

Marc StoiberMarch 7, 20170 comments
The following post is the abridged version of my speech at the SOHO conference for solopreneurs. A great idea is useless if you can’t express it. I trade in ideas, but even I have a hard time explaini...
Trump and the brand gap20170221001500

Trump and the brand gap

Marc StoiberFebruary 21, 20170 comments
There’s no arguing Donald Trump the candidate had a distinct brand. But now that he’s president, Trump’s brand needs to shift. Can he cross the brand gap? CFAX 1070’s Mark Bren...
Why do we walk past the profit in plain sight?20170207005406

Why do we walk past the profit in plain sight?

Marc StoiberFebruary 7, 20170 comments
Anne Graham is an expert in something that should be obvious, but isn’t – seeing the profit right in front of you, the profit in plain sight. Which begs the question – why do we so o...
Aeromexico, Trump, and a call to arms for marketers.20170131001455

Aeromexico, Trump, and a call to arms for marketers.

Marc StoiberJanuary 31, 20170 comments
I’m a marketer. An adman. Nobody has ever confused me or my kind with unicorn-chasing idealists. But as I wrote a few posts back, I believe Trump’s mean-spirited measures can actually act ...
McDonald’s peanut scandal: is this a Didn’t See It Coming moment?20170120055200

McDonald’s peanut scandal: is this a Didn’t See It Coming moment?

Marc StoiberJanuary 20, 20170 comments
Today, we woke up with the news that McDonald’s had decided to launch a new McFlurry with loose nuts – instead of the standard pre-packaged nuts. In a heartbeat, social media lit up as par...
How to bring integrity back to marketing? Just ask consumers.20170117001012

How to bring integrity back to marketing? Just ask consumers.

Marc StoiberJanuary 17, 20170 comments
There is no stronger marketing than consumer reviews and word of mouth. Sadly, where there’s an opportunity, there’s an opportunity to scam the system. Enter fake reviews, rigged search re...
Fake news, echo chambers, and cultural collision – what can brands do?20170103003030

Fake news, echo chambers, and cultural collision – what can brands do?

Marc StoiberJanuary 3, 20170 comments
Fake news and echo chambers became headline issues during the recent US election. Whether it was outrageous stories fabricated by the pseudo-press to lure clicks (and ad dollars), or algorithms set up...
Don’t let your brand ruin the spirit of Christmas20161221005501

Don’t let your brand ruin the spirit of Christmas

Marc StoiberDecember 21, 20160 comments
For most of us, Christmas can be a tad stressful. And companies that assault us with terrible ads, grating songs and depersonalized cards only make things worse. In the spirit of the season, I went on...
Christmas, Insincerity, and the Death of Advertising20161220004544

Christmas, Insincerity, and the Death of Advertising

Marc StoiberDecember 20, 20160 comments
It’s Christmas. I should be feeling charitable. But “Coca Cola – Top of the Christmas wish list.” Really? Who approved that advertising campaign? Do they really, really believe...
Instead of selling cereal, OWN cereal.20161207231925

Instead of selling cereal, OWN cereal.

Marc StoiberDecember 7, 20160 comments
Yesterday, I had a terrific conversation with Spring Advertising founder and Creative Director Rob Schlyecher. Like myself, Rob believes the classic ad agency model is flawed. His ‘a-ha’ m...
The Matchmaker for Better Brand Agency Relationships20161206004612

The Matchmaker for Better Brand Agency Relationships

Marc StoiberDecember 6, 20160 comments
The world of brands – like the world in general – is becoming more complex. Where the rule was once to find an ‘integrated’ agency capable of handling all your brand needs, the...
How to build (and kill) brand image20161115002350

How to build (and kill) brand image

Marc StoiberNovember 15, 20160 comments
With the recent release of the Gustavson Brand Trust Index, I was invited on CFAX talk radio to chat about how to build brand image – and how to destroy it. You can join host Mark Brennae and my...
Trump, Clinton, and the rebirth of Brand USA20161103003624

Trump, Clinton, and the rebirth of Brand USA

Marc StoiberNovember 3, 20160 comments
To the world, brand USA has always been about more than a country – it represented an idea of dreams pursued and happiness attained. Now, with the impending US election, that concept has taken a...
The refreshing brand strategy of failure20161101013811

The refreshing brand strategy of failure

Marc StoiberNovember 1, 20160 comments
One of my favorite reads (albeit not in the brand strategy genre) is the Book of Heroic Failures by Stephen Pile, founder of the Not Terribly Good Club of Great Britain. The book, now in its third edi...
Bootstrap Marketing and the Beautiful Idea20161011190339

Bootstrap Marketing and the Beautiful Idea

Marc StoiberOctober 11, 20160 comments
Bootstrap Marketing and the Beautiful Idea is one of the keynote addresses I give on a regular basis. It resonates particularly well with startup audiences – although I’ve seen a fair numb...
Why your best ad may be a speech.20161009013315

Why your best ad may be a speech.

Marc StoiberOctober 9, 20160 comments
Technology has enabled us to personally engage with more people than ever before. Simply put, we can now speak to the world. And if our message is worthy, the world will tune in. But will public speak...
Will enlightened consumers stop buying your brand?20160824184049

Will enlightened consumers stop buying your brand?

mikeAugust 24, 20160 comments
Brands were created to make us happy – for a fleeting moment, at any rate. After that moment passed, they trained us to be dissatisfied until we hit the ‘buy’ button again. This cycl...
Rebranding the US presidential race20160801040821

Rebranding the US presidential race

Marc StoiberAugust 1, 20160 comments
Unless you’ve been living under a rock these past few months, you know that the current US presidential race has escalated from ‘unprecedented’ to ‘bewildering’ and beyon...
Has advertising lost its focus on innovation?20160718184312

Has advertising lost its focus on innovation?

Marc StoiberJuly 18, 20160 comments
Leading North American advertising agencies used to be headed by creatives and innovators. Today, managers and accountants hold the reins. The result? Less focus on innovation, and more on efficiency ...
Does your brand have an awesome but?20160711150614

Does your brand have an awesome but?

Marc StoiberJuly 11, 20160 comments
Consumers don’t care about your brand’s terrific features. In fact, most of them wouldn’t notice if you evaporated into the ether. There’s more than sensory overload at work he...
Saving advertising, one dollar at a time.20160707053212

Saving advertising, one dollar at a time.

Marc StoiberJuly 7, 20160 comments
Advertising is in decline. Pundits and observers blame it on everything from the million channel universe and digital-era tilting of the scale from persuasion to information, to the muscle of consulti...
Can brands survive our toxic communication environment?20160616233437

Can brands survive our toxic communication environment?

Marc StoiberJune 16, 20160 comments
What used to be productive communication has denigrated into toxic shouting matches. Whether it’s the scorched earth political abuse that has served Donald Trump so well, character attacks foggi...
Want a brand that thrives into the future? Learn to decode happiness today.20160601014001

Want a brand that thrives into the future? Learn to decode happiness today.

Marc StoiberJune 1, 20160 comments
Brands sell happiness. And, of course, brands sell perennial unhappiness. They’re two sides of the same coin – on the one hand, we promise consumers that their next purchase will make them...
Culture and the Futureproof Brand20160520153951

Culture and the Futureproof Brand

Marc StoiberMay 20, 20160 comments
Culture is a word everyone in the corporate world uses, but few understand. What we do know is that companies with strong cultures outperform their rivals in everything from customer engagement to emp...
Cleantech marketers, simplify your pitch!20160405045948

Cleantech marketers, simplify your pitch!

Marc StoiberApril 5, 20160 comments
Cleantech Canada asked me to write a series of op-ed pieces on effectively branding technology. This story describes how to make your pitch simpler, and more compelling. Enjoy!...
Donald Trump could teach cleantech a thing or two.20160405045438

Donald Trump could teach cleantech a thing or two.

Marc StoiberApril 5, 20160 comments
Cleantech Canada asked me to write a series of opinion pieces on branding the cleantech industry. This fun piece on the Donald was the inaugural piece. Enjoy!...
Are you a digital slave?20160405044940

Are you a digital slave?

Marc StoiberApril 5, 20160 comments
In this podcast, I brainstorm with behavioral psychologist John Marshall Roberts on the causes of our dependence on our digital devices, what that means for brands, and how we can break free. Enjoy!...
Full recording of my bootstrap marketing keynote20160223203233

Full recording of my bootstrap marketing keynote

Marc StoiberFebruary 23, 20160 comments
Recently, I delivered my ‘Bootstrap Marketing and the Beautiful Idea’ keynote at SOHO 2016. Now, the full video of my keynote has been released. Check it out here....
Are sustainability-driven green giants taking over the world?20160120020657

Are sustainability-driven green giants taking over the world?

Marc StoiberJanuary 20, 20160 comments
In this podcast, I explore the rising number of billion dollar companies that were founded on sustainability and social innovation principles. Green Giants is the term given these companies by renowne...
Bootstrap marketing, and a beautiful junk idea.20160120015614

Bootstrap marketing, and a beautiful junk idea.

Marc StoiberJanuary 20, 20160 comments
In this podcast, I chat with Brian Scudamore – the iconoclastic founder of 1-800-Got-Junk. Got Junk is a company famous for its cheeky bootstrap marketing. In fact, Scudamore has largely turned ...
Creating a durable brand in a throwaway world20160120015031

Creating a durable brand in a throwaway world

Marc StoiberJanuary 20, 20160 comments
In this podcast, I address the bugbear of modern marketing – planned obsolescence. Personally, I love brands like Patagonia and Blancpain – brands that market themselves as durable and eve...
How to unleash your inner TED in a speech.20160120014104

How to unleash your inner TED in a speech.

Marc StoiberJanuary 20, 20160 comments
In this podcast, I address the most difficult part of writing a speech – getting started. We love the lofty thoughts expressed by masters like JFK and Martin Luther King. But when we need to cra...
How to create an effective personal pitch20160120013315

How to create an effective personal pitch

Marc StoiberJanuary 20, 20160 comments
The global economy is turbulent, and not getting any better. Jobs are changing, jobs are being lost, people are striking out in new directions. In an atmosphere like this, one of your most valuable as...
Will the world be a more sustainable place in 2032?20160106195531

Will the world be a more sustainable place in 2032?

Marc StoiberJanuary 6, 20160 comments
I short while back, I had the opportunity to interview futurist Guy Dauncey on his latest book Journey to the Future. The interview became a podcast (check it out here) and today, a blog post on Mediu...
Futureproof brand predictions for 201620151220173239

Futureproof brand predictions for 2016

Marc StoiberDecember 20, 20150 comments
In my final episode of the Ian Jessop show for 2015, Ian and I explore which brands will thrive, and which will dive in 2016. Enjoy the fun!...
Is your speech a moonshot speech?20151218010158

Is your speech a moonshot speech?

Marc StoiberDecember 18, 20150 comments
I just published another blog post for Your Ultimate Speech. This one is on a subject most executives ignore when they’re crafting their presentation – how to ensure you deliver a visionar...
Lessons on crafting your ultimate speech20151211182516

Lessons on crafting your ultimate speech

Marc StoiberDecember 11, 20150 comments
Now that we’ve launched Your Ultimate Speech, we’re starting to roll out a steady stream of blogs designed to help you unleash your inner TED. Here’s the first post. If you like it, ...
Why the Black Friday brand is dying20151130194557

Why the Black Friday brand is dying

Marc StoiberNovember 30, 20150 comments
In this podcast, I had the opportunity to chat with Ian Jessop about the demise of the Black Friday brand. A younger, more idealistic me believed Black Friday would end because of conscious consumptio...
Ready, Fire, Aim – My Keynote at Rogers Talks.20151130154125

Ready, Fire, Aim – My Keynote at Rogers Talks.

Marc StoiberNovember 30, 20150 comments
This Fall, I gave a keynote on the power of brand thinking in social media for Rogers Talks. Unbeknownst to me, the event was filmed. And just yesterday, I stumbled on this video of my entire keynote....
Overpromise and Overdeliver. Great Brand Strategy or Company Killer?20151008014444

Overpromise and Overdeliver. Great Brand Strategy or Company Killer?

Marc StoiberOctober 8, 20150 comments
In this podcast, I discuss the brand strategy trend toward overpromising and overdelivering to customers. Does it really make them happier and more loyal? And does it kill your company in the process?...
Three Investment Pitch Tactics That Catch Your Audience’s Attention (And Hold It).20150917134648

Three Investment Pitch Tactics That Catch Your Audience’s Attention (And Hold It).

Marc StoiberSeptember 17, 20150 comments
I just published this story on Logo, Label, Leave Behind – three tactics that work extremely well in grabbing and maintaining audience attention in investment pitch situations. From my experienc...
Will Millennials Be The Undoing Of Advertising?20150916170942

Will Millennials Be The Undoing Of Advertising?

Marc StoiberSeptember 16, 20150 comments
In this Didn’t See It Coming podcast, I interview Jason Gaboriau – EVP and Creative Director of Doner LA on the subject of building an ad agency with millennials. Jason has unique experien...
Are Megatrends Aligned Behind Your Investment Pitch?20150916165834

Are Megatrends Aligned Behind Your Investment Pitch?

Marc StoiberSeptember 16, 20150 comments
An investment pitch becomes a true force when you can map out how your company is shaping, or surfing, global forces and megatrends. This story, the second in a series I wrote for Unreasonable, descri...
Is your investment pitch captivating?20150905150904

Is your investment pitch captivating?

Marc StoiberSeptember 5, 20150 comments
When it comes to making an investment pitch, most of us get down to business quickly. That’s a shame. In my experience (and the experience of executives using our speech writing service to craft...
What’s Holding You Back as a Communicator?20150831222726

What’s Holding You Back as a Communicator?

Marc StoiberAugust 31, 20150 comments
In this podcast, I speak with author and cutting-edge psychologist John Marshall Roberts about the Voice Code – his new foray into forces that block us from realizing our potential. Having witne...
The Death of the Canadian Political Story20150831222008

The Death of the Canadian Political Story

Marc StoiberAugust 31, 20150 comments
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...
The Innovation of Work20150729195433

The Innovation of Work

Marc StoiberJuly 29, 20150 comments
In this podcast, I join CFAX’s Ian Jessop to discuss how innovation is transforming our concept of work. The topic wasn’t an out-of-the-blue decision. I’m in the process of building ...
Turning Ugly Constraints into Beautiful Innovation.20150723160409

Turning Ugly Constraints into Beautiful Innovation.

Marc StoiberJuly 23, 20150 comments
I had the opportunity to interview ‘A Beautiful Constraint’ co-author Mark Barden a short while back (if you’d like to hear the interview, click onto the podcast here). The interview...
Non-profit Storytelling20150723132548

Non-profit Storytelling

Marc StoiberJuly 23, 20150 comments
In this podcast, I chat with non-profit storytelling specialist Norma Cameron about the power of non-profit stories, and the mistakes non-profits make in crafting their own story. Despite having incre...
The Power of Search Insights for the Non-Technically Minded20150715132530

The Power of Search Insights for the Non-Technically Minded

Marc StoiberJuly 15, 20150 comments
In this podcast, I chat with Searchdoppler and Dtermin founder John McDonald about how search insights can help non-technically minded entrepreneurs build their business. Search is the most-used, leas...
Want to Build Your Business? Try a Beautiful Constraint.20150715125219

Want to Build Your Business? Try a Beautiful Constraint.

Marc StoiberJuly 15, 20150 comments
In this podcast, I chat with A Beautiful Constraint co-author Mark Barden on how constraints can help unleash your creativity, give your brand new dimension, and actually build your business. Not only...
Banks, Social Innovation, and the New NGO.20150713100043

Banks, Social Innovation, and the New NGO.

Marc StoiberJuly 13, 20150 comments
A few years back, I met Audette Exel at a Conscious Capitalism innovation conference. Audette, an extremely successful banker in her own right, had pioneered a new model of social innovation: she conn...
The problem with passion20150709100053

The problem with passion

Marc StoiberJuly 9, 20150 comments
I had the good fortune to cross paths with a truly remarkable individual not too long ago. Her name is Mina Guli, and her story is jaw dropping. Mina was one of the inaugural clients of my Speech Chea...
What the Heck is an Authentic Brand, Anyway?20150630100009

What the Heck is an Authentic Brand, Anyway?

Marc StoiberJune 30, 20150 comments
I should know this. I’m a brand specialist. But again and again, I find myself throwing authentic brand around in conversation, enjoying the feeling of gravitas it lends, without actually understandin...
Want Better Brand Strategy? Tune Up Your Storytelling Skills.20150611100020

Want Better Brand Strategy? Tune Up Your Storytelling Skills.

Marc StoiberJune 11, 20150 comments
When I’m engaged by a client on a brand strategy project, we always begin by looking inward. Why was this company started in the first place? What part of our business really makes our heart sing? Wha...
FIFA, Brand Strategy and the March of Inevitability20150609100031

FIFA, Brand Strategy and the March of Inevitability

Marc StoiberJune 9, 20150 comments
Last week, I was contacted by a leading national newspaper and asked my opinion on FIFA. Or rather, how FIFA being shoved in front of the media grand jury would impact global sponsors like Coke. My th...
Tapping Tribes In Your Brand Strategy20150602100026

Tapping Tribes In Your Brand Strategy

Marc StoiberJune 2, 20150 comments
When it comes to brand strategy, I’ve always been a big believer in drafting groups of like-minded individuals – or tribes – to pull the brand along. Today, the prevalence of tribes has dr...
Social Media, Brand Strategy and Storytelling. The Didn’t See It Coming Podcast20150528100041

Social Media, Brand Strategy and Storytelling. The Didn’t See It Coming Podcast

Marc StoiberMay 28, 20150 comments
In this program, host Ian Jessop and I discuss how brands often leapfrog brand strategy and story to arrive at social media tactics…with disastrous results. Inspired by my keynote at this month&...
Enlightened Blogging Part 3: How to Create a Popular Blog20150525190249

Enlightened Blogging Part 3: How to Create a Popular Blog

Marc StoiberMay 25, 20150 comments
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....
How do I pull more eyeballs to my content?20150424202013

How do I pull more eyeballs to my content?

Marc StoiberApril 24, 20150 comments
Everyone wants qualified customers sidling up to the virtual content counter, asking ‘How much?’ and ‘Can I take it home today?’ Nobody wants cobwebs in the newbiz folder, or l...
What Dying Brands Do. The Didn’t See It Coming Podcast.20150423231650

What Dying Brands Do. The Didn’t See It Coming Podcast.

Marc StoiberApril 23, 20150 comments
  In this Didn’t See It Coming podcast, host Ian Jessop and I discuss how respected brands die. In actual fact, there are several well-documented hallmarks of brand decay: the shift from ra...
Didn’t See It Coming 1: The Podcast20150417203914

Didn’t See It Coming 1: The Podcast

Marc StoiberApril 17, 20150 comments
  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....
Will reality ads and user generated content destroy brand reputation?20150416124241

Will reality ads and user generated content destroy brand reputation?

Marc StoiberApril 16, 20150 comments
“It takes many good deeds to build a good reputation, and only one to lose it.”          Benjamin Franklin I’m fascinated by the rise of reality ads – a gritty style of communication that looks like i...
How to promote your blog (monthly searches: 1.3k).20150413140232

How to promote your blog (monthly searches: 1.3k).

Marc StoiberApril 13, 20150 comments
I’m conducting an experiment in increasing blog traffic (monthly searches: 320). The first part of the experiment took place three weeks ago when I published this post on how I started blogging.  I cr...
Didn’t see it coming: my Social Media Camp podcast.20150330002000

Didn’t see it coming: my Social Media Camp podcast.

Marc StoiberMarch 30, 20150 comments
This spring, I’m delivering a keynote at Social Media Camp. To build buzz around the event, SMC founder Chris Burdge and I got together for a lively 40 minute podcast. My podcast covered brand s...
Can your brand strategy survive hyperinnovation?20150317162157

Can your brand strategy survive hyperinnovation?

Marc StoiberMarch 17, 20150 comments
I had an interesting conversation with Kevin Corkum the other day. Kevin is a bit of a renaissance man – one foot firmly in tech (he engaged me to reboot brand strategy at the web theme company he was...
Enlightened blogging part 1. Search-less and clueless.20150309215121

Enlightened blogging part 1. Search-less and clueless.

Marc StoiberMarch 9, 20150 comments
A few years back, I sold my green brand agency to an innovation firm, Maddock Douglas, and went to work as their VP of Green Innovation. A very heady title, I agree, great for cocktail talk. But what ...
Why entrepreneurs should embrace their inner beginner.20150309200831

Why entrepreneurs should embrace their inner beginner.

Marc StoiberMarch 9, 20150 comments
I’ve always been a sponge for new ideas. Maybe it’s a lateral thinking thing. Maybe ADD. I get waylaid in library aisles and bookstores, spend hours at magazine racks, and search online like a kid on ...
The importance of building a bridge brand.20150309200219

The importance of building a bridge brand.

Marc StoiberMarch 9, 20150 comments
So here’s the scenario. You’ve created a product you believe in, and built a company around it. You’ve gone to the (considerable) trouble of wrapping all that in a beautiful brand – website, logo, adv...
Why marketing is averse to new thinking.20150303051155

Why marketing is averse to new thinking.

Marc StoiberMarch 3, 20150 comments
I had a fascinating conversation this morning with Guy Dauncey, a futurist and big brain in the sustainability field. Guy is writing his latest book, a novel that projects us into the Vancouver of 204...
Can your brand survive cultural chaos?20150303043503

Can your brand survive cultural chaos?

Marc StoiberMarch 3, 20150 comments
Culture for people is a bit like water for fish. Most of us don’t know we have one, although we plainly see cultural biases in those outside our group—biases that stop them from seeing the world as it...
You want authenticity? Check the toilet.20150302203435

You want authenticity? Check the toilet.

Marc StoiberMarch 2, 20150 comments
At a recent speaking engagement, I was exploring approaches to building authenticity into brands. My audience, a group of raucous CEO’s jonesing for a quick hit of inspiration, weren’t being shy about...
Will Corporate Social Responsibility adapt, or die?20150302202157

Will Corporate Social Responsibility adapt, or die?

Marc StoiberMarch 2, 20150 comments
I recently launched a book that maps out the forces of disruption challenging today’s companies and brands. The book in turn launched a stream of conversations, each person describing yet another sect...