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...
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

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...
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...
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 a bold brand statement on Labour Day. The campaign, featuring Colin Kaepernick and the rallying cry Believe in something even if it means sacrificing everything brought in Nike’s 3...
Could you successfully market yourself on a plane? (The secret of the unique selling proposition)20180822004229

Could you successfully market yourself on a plane? (The secret of the unique selling proposition)

Marc StoiberAugust 22, 20180 comments
I met an interesting gentleman a short time ago, who was also a master of the unique selling proposition. He walked up to my desk at the client office, and politely asked what I was doing. I explained...
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...
What do authoritarians and brands have in common?20180718012213

What do authoritarians and brands have in common?

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...
Make your landing page your hardest-working brand tool20180604201950

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...
How better storytelling builds better brands20180518223309

How better storytelling builds better brands

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...
Make infographics core to your communication20180510051003

Make infographics core to your communication

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...
How to hone your authentic brand20180403205107

How to hone 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 ...