Your brand bible template20220422224219
Seven reasons why nobody understands your marketing message20220413233442
Marc StoiberApril 13, 20220 comments
Here’s why nobody understands your marketing message. It doesn’t get to the point, It doesn’t take the customer’s viewpoint, It uses unfamiliar language, It feels formal and st...
Craft a simple marketing message that sells20220412005159
The ultimate brand positioning framework20220330063317
Your next pitch will probably fail20220329222416
Shake up your brand placement20220314003410
Hyperinnovation: Can your brand strategy survive it?20220307162157
Marc StoiberMarch 7, 20220 comments
I recently had an interesting conversation with Kevin Corkum about hyperinnovation. Kevin is a bit of a renaissance man – one foot firmly in tech (he engaged me to reboot brand strategy at the web the...
Make testimonial advertising work for your brand20220221002630
How to do a brand audit without getting lost in the weeds20220208041156
Marc StoiberFebruary 8, 20222 comments
A brand audit is a checkup that evaluates how your brand presents itself in the marketplace, its strengths, weaknesses, and areas for improvement. Optimally, a brand audit should cover three areas: In...
Your presentation bombed. Now what?20220201200316
Make viral marketing happen20220201043107
Forget consumer insights. Connect with your tribe.20220125220343
Marc StoiberJanuary 25, 20220 comments
There are so many things wrong with consumer insights. No, I’m not talking about the concept of understanding what people who are passionate about your brand think. I’m just done with the ...
The first step in building your personal brand20220122000834
Yes, creativity can be learned20220117212448
What would solve the COVID back-to-school standoff? Perhaps a great creative brief.20220111031534
Marc StoiberJanuary 11, 20220 comments
A creative brief is the foundation upon which innovative ideas are built. It provides constraints, direction and clarity. It leads to more memorable ‘a-ha’ moments, and campaigns that burr...
QAnon infighting, pro wrestling, and the beauty of brand strategy templates20220103185306
Marc StoiberJanuary 3, 20220 comments
If you’re building a brand, a brand strategy template can alleviate considerable guesswork, serving up ideas on how other brands like yours have gone about the business of defining and promoting...
What are THE most important brand audit questions?20220103155041
Marc StoiberJanuary 3, 20220 comments
If you’re reading this, chances are you’re putting together a list of brand audit questions. And your head is starting to spin. Brand audits tend to fall into one of two groups: easy and s...
Will enlightened consumers stop buying your brand promise?20211221184049
Marc StoiberDecember 21, 20210 comments
Consumers have relationships with brands. But if they stop buying into the brand promise, it’s bad news for the relationship. Brands were created to make us happy – for a fleeting moment, ...
The biggest challenges in conducting a brand audit20211220183906
Marc StoiberDecember 20, 20210 comments
A regular brand audit is a good thing. It gauges how consistent, relevant and powerful your message is. A bit like having a yearly physical to catch any health issues before they become problems. The ...
Advice on inclusive marketing from a sustainability veteran20211220012649
Marc StoiberDecember 20, 20210 comments
Inclusive marketing has been in the news for some time now. There have been bold measures: the UK implemented a ruling banning ads that portray gender stereotypes – something I was invited on ta...
Turning ugly constraints into beautiful brand innovation20211215125219
Marc StoiberDecember 15, 20210 comments
A while back, I had the opportunity to interview A Beautiful Constraint co-author Mark Barden on my podcast. It was a terrific experience that produced an embarrassment of riches for anyone in the bra...
Brand attraction: Does your brand have an awesome but?20211020150614
Marc StoiberOctober 20, 20210 comments
Could an awesome ‘but’ be the secret to creating brand attraction? Let’s find out. Consumers don’t care about your brand’s terrific features. Most of them wouldn’t ...
Why is a brand audit important? Three obvious reasons (and five not-so-obvious ones)20211010235816
Marc StoiberOctober 10, 20210 comments
Why is a brand audit important? A brand audit is important for three reasons that are obvious to any entrepreneur or brand steward: Brand audits help you recognize the strengths and weaknesses of your...
Want better brand strategy? Tune up your storytelling skill.20210919100020
Marc StoiberSeptember 19, 20210 comments
When a client engages me on a brand storytelling project, we always begin by looking inward. Why did they launch the company in the first place? What is it, beyond money, that excites them? What adve...
What are the benefits of a brand audit?20210913200512
Want powerful brand communication? Just ask.20210823181134
Evaluating creative ideas20210823041612
The three pillars of a credible brand20210412233052
The seven commandments of brand management20210329180134
Building a brand with soul20210322180952
What is a brand audit outline?20210321191234
Everything you want to know about brand positioning.20210210010428
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
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
Inspired marketing: enter the manifesto brand20201018230026
Getting your brand story right… finally!20200916184240
Celebrating failure is a refreshing brand strategy20200915013811
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
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
Can you explain your brand in 90 seconds?20200720021522
Fashion, COVID, and Unleashing Entrepreneurial Creativity20200616004029
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
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
Bootstrap Marketing and The Beautiful Idea20200511190339
Presentation skills: honing them the Winston Churchill way20200430070017
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
In disruptive times, you need outsider marketing.20200404010542
Corona Virus: your opportunity to reset marketing and sales20200323202651
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
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
Brand positioning: a great shortcut20200310224638
Test or trust: The idea validation debate rages on.20200209231241
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
Crafting a great elevator pitch20200114195949
Using creative dissonance to build surprising brands20200109161024
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
Make your next presentation a brand promise20200104184500
How to hone your authentic brand20200103205107
The trouble with origin storytelling? The origin.20200101210101
Marketing solutions to problems that don’t exist?20190912053656
Do sustainability and real estate marketing mix?20190829184434
Solar lighting: unleashing the brand20190812192339
How to build a top tech city brand20190801051551
The rise and fall of podcasting20190729172813
Effective outdoor advertising: the art of constraint20190710005447
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
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
The best video introduction ever20190614222901
What’s in this coffee? The unlikely rise of McDonald’s brand brew.20190514230937
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
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
Ten-ish slides that will define your brand20181009000858
Is your advertising newsworthy?20180926191708
Is it time your brand reinvented the ordinary?20180919033035
Nike, Kaepernick, and the power of a bold brand20180910032547
Could you successfully market yourself on a plane? (The secret of the unique selling proposition)20180822004229
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...
What do authoritarians and brands have in common?20180718012213
Marketing new ideas: how to do it right20180709041050
Make your landing page your hardest-working brand tool20180604201950
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 better storytelling builds better brands20180518223309
Make infographics core to your communication20180510051003
How to craft a compelling 3 minute pitch20180313005038
The key to effective post-purchase marketing20180304221100
Use your common sense before you think positioning20180223201820
Marc StoiberFebruary 23, 20180 comments
Before you can work on positioning your product, you need to get inside the consumer’s head to figure out what the heck they’re thinking. About your product, about competitor products, abo...
Building an effective cannabis brand20180220013206
Why you don’t need to be the product expert to be the product marketer20180219041325
Marc StoiberFebruary 19, 20180 comments
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
Marc StoiberFebruary 8, 20180 comments
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...
Can you improve your brand name?20180201000308
Online education as killer brand building tool.20180130003735
The power of a visual brand20180118000309
Storytelling, and the antidote to the accumulation nation20180116005010
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
Brand shorthand: the power of brand templates20180104001405
Building the solopreneur brand20180102001209
Think Simple Brand20171211150543
Christmas marketing? Or Christmas hypermarketing?20171205000935
From Unique Selling Proposition to Unique Ownable Speciality20171121000830
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 ...
Create a lizardproof brand20171107002150
How do you know your brand is dying?20171017002548
Want to build brand awareness with a publicity stunt? Read this first20171003000501
Marc StoiberOctober 3, 20170 comments
(Photo: Lululemon’s legendary ‘Show Up Naked And Get Free Gear’ stunt generated terrific brand awareness) In the age of social media, a publicity stunt can be a boon for your brand a...
Fun with brand research (no, really)20170919004151
Eclipses, superstition, and marketing.20170905004301
What Bill Bernbach would say about data driven marketing.20170829005842
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...
You can be a #1 brand. The magic of the Unique Selling Proposition20170801000521
Marc StoiberAugust 1, 20170 comments
If you read my last post on brand backcasting, 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 u...
Brand backcasting – envision the future, then plan how to get there.20170718005129
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...
What goes into a Brand Bible?20170620003026
Advertising engagement, without the annoyance factor20170606005641
Marc StoiberJune 6, 20170 comments
Advertising engagement is a polite way of defining the raison d’etre of ads… you advertise in order to engage your audience. There are a number of ways to create advertising engagement. Yo...
Brexit, Trump, and the dumbed down brand20170502021623
Brand betrayal: the tale of Tim Hortons20170418004212
Pepsi, Kendall Jenner, and brand disaster20170411020050
You’re not a commodity brand. Now prove it.20170403000039
The brand of change20170321002457
Trump and the brand gap20170221001500
Building a business improvement brand20170207005406
Aeromexico, Trump, and the creative catalyst20170131001455
McDonald’s peanut scandal: is this a brand promise violation?20170120055200
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 marketing integrity back? Just ask consumers.20170117001012
Marc StoiberJanuary 17, 20170 comments
There is no better way to demonstrate marketing integrity than by letting your customers tell your story for you. Sadly, where there’s an opportunity, there’s an opportunity to scam the sy...
Fake news, echo chambers, and cultural collision – what can brands do?20170103003030
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...
Does branding Christmas ruin the spirit?20161221005501
Christmas advertising, and the death of sincerity20161220004544
Instead of selling cereal, OWN cereal.20161207231925
The Matchmaker for Better Brand Agency Relationships20161206004612
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
Trump, Clinton, and the rebirth of Brand USA20161103003624
Why your most powerful advertising may be a speech.20161009013315
Marc StoiberOctober 9, 20160 comments
Technology has enabled us to craft incredibly powerful advertising, microtargeted to individuals yet engaging the world. But will public speaking supplant advertising as the go to form of communicatio...
Rebranding the US presidential race20160801040821
Has advertising lost its focus on innovation?20160718184312
Saving advertising, one dollar at a time.20160707053212
Can brands survive our toxic communication environment?20160616233437
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
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
Cleantech marketers, simplify your pitch!20160405045948
Donald Trump could teach cleantech a thing or two.20160405045438
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
Full recording of my bootstrap marketing keynote20160223203233
Are sustainability-driven green giants taking over the world?20160120020657
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
Creating a durable brand in a throwaway world20160120015031
How to unleash your inner TED in a speech.20160120014104
How to create an effective personal pitch20160120013315
Will the world be a more sustainable place in 2032?20160106195531
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
Is your speech a moonshot speech?20151218010158
Lessons on crafting your ultimate speech20151211182516
Why the Black Friday brand is dying20151130194557
Ready, Fire, Aim – My Keynote at Rogers Talks.20151130154125
Overpromise and Overdeliver. Great Brand Strategy or Company Killer?20151008014444
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
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
Are Megatrends Aligned Behind Your Investment Pitch?20150916165834
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
What’s Holding You Back as a Communicator?20150831222726
The Death of the Canadian Political Story20150831222008
The Innovation of Work20150729195433
Turning Ugly Constraints into Beautiful Innovation.20150723160409
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...
The Power of Search Insights for the Non-Technically Minded20150715132530
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...
Banks, Social Innovation, and the New NGO.20150713100043
The problem with passion20150709100053
What the Heck is an Authentic Brand, Anyway?20150630100009
FIFA, Brand Strategy and the March of Inevitability20150609100031
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
Social Media, Brand Strategy and Storytelling. The Didn’t See It Coming Podcast20150528100041
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
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 marketing?20150424202013
Marc StoiberApril 24, 20150 comments
Everyone wants qualified customers sidling up to their content marketing counter, asking ‘How much?’ and ‘Can I take it home today?’ Nobody wants cobwebs in the newbiz folder, ...
What Dying Brands Do. The Didn’t See It Coming Podcast.20150423231650
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
Will reality ads and user generated content destroy brand reputation?20150416124241
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
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
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...
Enlightened blogging part 1. Search-less and clueless.20150309215121
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
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
Why marketing is averse to new thinking.20150303051155
Can your brand survive cultural chaos?20150303043503
You want authenticity? Check the toilet.20150302203435
Will Corporate Social Responsibility adapt, or die?20150302202157
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...