You Know my Name

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Let’s talk a little bit about “Naming” in the context of Branding and Marketing. THE PURPOSE OF MARKETING. The purpose of marketing is NOT to sell, but to make yourself stand out from the crowd. That’s the reason that Branding has really become synonymous with Marketing, and the process of naming a company or product […]

Marketing to Millennials

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There are 6.2 million millennial households in the United States earning $100,000 or more each year. Your target market may or may not include millennials, but if it does, here is some advice from one such member of our world. MILLENNIALS PREFER EXPERIENCES, NOT THINGS. “It’s way cooler for us to be able to say […]

Why Emotional Design?

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It’s easy to understand that if your home page evokes an emotional response, there is more impact for the viewer. But there is a deeper reason why designing for emotion is essential to branding yourself. TWO KINDS OF MEMORY. Studies show that there are two kinds of memory – short term (or working) memory, and […]

Selling vs. Buying

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  “There’s a seismic shift taking place in the world of business. The shift from selling to buying. This shift is enhanced by, accelerated by, and caused by brands.” ~ Al Reis. MARKETING IS BRAND BUILDING. When you think about almost all of the internet-based methods of marketing being taught these days – websites, email […]

Why Your Visitors Don’t Convert Into Customers

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The main reason people don’t become your customer or client is that they’re not interested in what you’re selling. There is nothing you can do about that. But if they ARE interested, here are some things you CAN do something about: 1. THE BRAND ISN’T TRUSTWORTHY. If you have a beautifully deigned site, you obviously […]

The Essence of Branding

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The essence of branding is an idea, word, attribute or market segment that you own in the mind. IT’S NOT YOUR MIND. But please remember that it is not YOUR mind that it is “owned” in – it’s your customer’s. It is usually difficult to see your brand from the outside, as others see it, […]

Branding: Creating a New Category

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Branding is usually thought of as a way to capture a better share of an existing CATEGORY. Famous brands own a large portion of a market category. Macdonald’s is fast food, Apple is personal computers, Nike is sneakers. CREATING A NEW CATEGORY. One of the secrets of successful branding is NOT to try to invade […]

Branding: the Law of the Word

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“If you want to build a brand”, according to Marketing experts Al and Laura Reis, “you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.” WHAT’S THE WORD? When you think of Mercedes, you think of “Prestige”. For BMW it’s “Driving” and for Volvo it’s […]

content-marketing-blogging

Why Blog?

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It’s the age of Content Marketing and Inbound Marketing. Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Inbound marketing refers to marketing activities that bring visitors […]

The Four Reasons People Visit a Website

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The reasons people will visit a website can be grouped into four categories: 1) They want information. 2) They want to buy something. 3) They want to be entertained. 4) They want to be part of a community. THEY WANT INFORMATION: This one is always true, no matter what. So give them a message that […]