What are the objectives of brand discovery? While brand discovery can range from superficial and cosmetic to deep and probing, a typical goal is to provide a starting point for a comprehensive brand assessment. Brand discovery may then be said to share objectives with both brand assessments and brand strategy: more pronounced differentiation, greater impact, […]
The best branding consultants do more than “package you up.” The best branding consultants, in my opinion, are those who understand that genuine brand discovery reveals not just one or two business truths – a piece of insight about your targets, for example, or a leaning toward this or that tactic. That’s marketing assignment type […]
Dream: A Breathtaking Brand. Nightmare: Getting Your Company to Understand The Need, The Costs and The Timelines. The Catch-22 of Financing Brand Strategy Initiatives For innovative, progressive companies, it’s a relative no-brainer. The competitive need for curiosity, discovery and the path of exploration (R&D) are already in the bloodstream. And certainly, no business area presents […]
Branding tips so you, too, can increase customer/client interest and enthusiasm You’ve heard (read) me saying it before, but it bears repeating. Branding isn’t what most people think it is. Sure, it includes fancy names, logos and websites, but beneath all of that, there’s something even bigger and more powerful. Done right, your brand is […]
7.5 Ways This Los Angeles Brand Consultant Supports You The people have spoken. They like lists. Specifically, numbered lists. Who knew? So, without further ado, here’s a short list summarizing how I give my clients a leg up over their competitors. What does a brand consultant do? Accelerates your near-term growth while building future, leverage-able […]
Los Angeles Freelance Copywriter’s Words to the Wise Before we get into this blog post on copywriting tricks of the trade, I’d like to make a few points for those who may not be as familiar with professional copywriting. Often, startup entrepreneurs and small business owners fall into a dangerous trap of thinking that copy […]
Straw, sticks or brick: which little pig had the better marketing and business development plan? The straw business thinks in the immediate, and only in terms of the transactional and incremental. He/she most commonly asks, “Which marketing, sales and business development tactic should we be employing right this minute?” Chances of ever owning any meaningful […]
B2B branding is quite a bit more challenging than B2C… maybe that’s why I love it so much! As a Los Angeles branding consultant and the owner of a branding agency, I may not be able to simplify branding into a DIY project, but I can certainly share with you some of the fundamentals. When […]
The 7 Things Keeping You From Accelerated Sales Revenue Growth, Strategic Marketing Impact and Increased Marketing ROI If you’ve been feeling anxious or frustrated because you know you’re sitting on untapped business potential, you’re certainly not alone. It’s not that most businesses wouldn’t relish greater leads, greater sales and greater market share. It’s not that […]
Your positioning brief positions you for maximum leverage, communications clarity and marketing impact. Your positioning brief or strategy brief is many times more powerful than any of your day-to-day assignment-focused creative briefs. This is because instead of just informing or guiding a single marketing initiative, we are working at the company level to forge greater […]
