The three pillars of a credible brand20210412233052

The three pillars of a credible brand

Marc StoiberApril 12, 20210 comments
A credible brand. Sounds important when you say it. Seems like a worthy goal and all. But ask what goes into creating a credible brand, and you get a cacophany of replies. Here are some I jotted down ...
The seven commandments of brand management20210329180134

The seven commandments of brand management

Marc StoiberMarch 29, 20210 comments
If you want to do brand management right, you can’t be afraid of playing with the DNA a bit (actually, that’s commandment number 3 below). Thus ‘seven commandments’ instead of ...
Building a brand with soul20210322180952

Building a brand with soul

Marc StoiberMarch 22, 20210 comments
The definition of icon is ‘a person or thing regarded as a representative symbol or worthy of veneration’. A brand represents your company. So, technically, it’s an icon. But is it worthy of ven...
Everything you want to know about brand positioning.20210210010428

Everything you want to know about brand positioning.

Marc StoiberFebruary 10, 20210 comments
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...
Brand power: building it in a lowest-bid-wins world20201207002943

Brand power: building it in a lowest-bid-wins world

Marc StoiberDecember 7, 20200 comments
Building brand power. Easy? No. Possible? Absolutely. 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 tri...
How to create a transformative personal brand20201122200218

How to create a transformative personal brand

Marc StoiberNovember 22, 20200 comments
‘Personal brand’ is an overused, increasingly meaningless term. What it should stand for is clarity in who you are, and what you stand for. But it has been co-opted by the get-rich-quick-s...
Inspired marketing: enter the manifesto brand20201018230026

Inspired marketing: enter the manifesto brand

Marc StoiberOctober 18, 20200 comments
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...
Getting your brand story right… finally!20200916184240

Getting your brand story right… finally!

Marc StoiberSeptember 16, 20200 comments
A great brand story is pure voodoo. It ‘sticks’ in the listener’s mind better than any brand features or benefits. In fact, this makes the brand story the perfect vehicle for conveyi...
Celebrating failure is a refreshing brand strategy20200915013811

Celebrating failure is a refreshing brand strategy

Marc StoiberSeptember 15, 20200 comments
Hear me out. What if, instead of trying to disguise it, we started celebrating failure? Or better yet, we turned it into a refreshing brand strategy? Celebrating failure One of my favorite reads (albe...
Consumers are humans. To sell to them, get to know them.20200815213121

Consumers are humans. To sell to them, get to know them.

Marc StoiberAugust 15, 20200 comments
Funny thing about consumers. The more distant they get from a marketer, the more they tend to look like research statistics. But the thing is, consumers are humans. They’re not numbers. ThatR...
Do your brand values let you sleep at night?20200720225104

Do your brand values let you sleep at night?

Marc StoiberJuly 20, 20200 comments
Len Laycock knows brand values, and he knows design. When we first met, his stunning home furnishings design / retail brand Upholstery Arts was a beacon on the Vancouver scene – not least of whi...
Can you explain your brand in 90 seconds?20200720021522

Can you explain your brand in 90 seconds?

Marc StoiberJuly 20, 20200 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...
Fashion, COVID, and Unleashing Entrepreneurial Creativity20200616004029

Fashion, COVID, and Unleashing Entrepreneurial Creativity

Marc StoiberJune 16, 20200 comments
Sarah Darcey aspired to build a fashion styling brand. But with a great job, her aspiration never left the back burner. COVID-19 changed all that. For months, Sarah was confined to her apartment. The ...
Does your Brand Name Need Fixing? (P.S. It’s Easy)20200611000700

Does your Brand Name Need Fixing? (P.S. It’s Easy)

Marc StoiberJune 11, 20200 comments
A bad brand name is one of the most consistent forms of self-sabotage I see in marketing today. Ironically, it’s also one of the easiest fixes around. There’s is no reason to stick with a ...
Delivering brand disruption, one order at a time20200526001903

Delivering brand disruption, one order at a time

Marc StoiberMay 26, 20200 comments
As COVID and the economic meltdown grind on, we’re seeing yawning market chasms emerge that are ripe for brand disruption. One of the most glaring is the massive gap between ‘big’ re...
Bootstrap Marketing and The Beautiful Idea20200511190339

Bootstrap Marketing and The Beautiful Idea

Marc StoiberMay 11, 20200 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...
Presentation skills: honing them the Winston Churchill way20200430070017

Presentation skills: honing them the Winston Churchill way

Marc StoiberApril 30, 20200 comments
I while ago, I 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...
Doing a successful pandemic brand pivot20200430003144

Doing a successful pandemic brand pivot

Marc StoiberApril 30, 20200 comments
How do you do a successful pandemic brand pivot? COVID has spawned a cottage industry of advice on  shifting the tactics of your brand – amping up the education and free value to your followers,...
In disruptive times, you need outsider marketing.20200404010542

In disruptive times, you need outsider marketing.

Marc StoiberApril 4, 20200 comments
Outsider marketing means getting an ‘outside the jar’ perspective on your company’s positioning, messaging and selling. Here’s why it’s more important than ever. The econ...
Corona Virus: your opportunity to reset marketing and sales20200323202651

Corona Virus: your opportunity to reset marketing and sales

Marc StoiberMarch 23, 20200 comments
As COVID-19 panic grips us, ripple effects are crashing markets and effectively cancelling economies around the globe. It’s time to reset our marketing and sales, finding new needs, new insights...
The innovation story every frustrated entrepreneur needs to hear20200315205631

The innovation story every frustrated entrepreneur needs to hear

Marc StoiberMarch 15, 20200 comments
We live in a time of innovation abundance, where our ability to explore and develop new ideas is exponentially greater than it was even 10 years ago. This can be both liberating, and disheartening ...
How does your brand respond to corona virus?20200315183018

How does your brand respond to corona virus?

Marc StoiberMarch 15, 20200 comments
Taking affirmative action to protect your brand’s customers is the right thing to do. But is there an opportunity to leverage your brand attributes to do… more? The world is in the grip of...
Free and easy LinkedIn business lead generation20200312225431

Free and easy LinkedIn business lead generation

Marc StoiberMarch 12, 20200 comments
I need to start this post with a confession: I used to use LinkedIn all the time to accelerate lead generation for my B2B clients. It was a fairly elaborate process that involved paid tools and enhanc...
Brand positioning: a great shortcut20200310224638

Brand positioning: a great shortcut

Marc StoiberMarch 10, 20200 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...
Test or trust: The idea validation debate rages on.20200209231241

Test or trust: The idea validation debate rages on.

Marc StoiberFebruary 9, 20200 comments
Oh, the stories I could tell of pitched battles over idea validation. I’ve seen the debate swing like a pendulum between test and trust through the years. In the pre-digital days – back wh...
I don’t give a damn about your story20200119224124

I don’t give a damn about your story

Marc StoiberJanuary 19, 20200 comments
Storytelling is a powerful messaging tool. But storytellers need to remember what their audience really wants to hear. If you’ve been invited to speak about yourself, it’s natural to presu...
Crafting a great elevator pitch20200114195949

Crafting a great elevator pitch

Marc StoiberJanuary 14, 20200 comments
What goes into a killer elevator pitch? Turns out, many of the same things that go into a great brand. On March 3rd, I’m going to be the lead judge at an event where participants compete with th...
Using creative dissonance to build surprising brands20200109161024

Using creative dissonance to build surprising brands

Marc StoiberJanuary 9, 20200 comments
When you’re building a brand, what makes it truly spectacular? A great brand can be the culmination of a single minded vision. But in my experience, the best, most surprising brands come from br...
The media revolution. Who saw it coming?20200107230804

The media revolution. Who saw it coming?

Marc StoiberJanuary 7, 20200 comments
Ian Gill is the author of No News Is Bad News, and an expert on the current media revolution. He’s an experienced journalist, documentarian, entrepreneur and catalyst for boundary-breaking media...
Make your next presentation a brand promise20200104184500

Make your next presentation a brand promise

Marc StoiberJanuary 4, 20200 comments
In my experience, brand promise and keynote speech are rarely treated as one in the same. That’s a terrific waste of a wonderful opportunity. Yes, executives deliver keynotes to profile their co...
How to hone your authentic brand20200103205107

How to hone your authentic brand

Marc StoiberJanuary 3, 20200 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 ...
The trouble with origin storytelling? The origin.20200101210101

The trouble with origin storytelling? The origin.

Marc StoiberJanuary 1, 20200 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...
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