Entries by Scott Silverman

Brand Discovery Objectives

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 Catch-22 of Financing Brand Strategy Initiatives

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 […]

Los Angeles Copywriter Shares 8 Tips

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 […]

Which Little Pig Had the Better Marketing and Business Development Plan

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 […]

The 7 Things Keeping You From Increasing Sales Revenue and Marketing ROI

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 Sets The Course for Clarity & Marketing Impact

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 […]