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Observations of a world filled with marketing

Living In Reverse

I know, "Reverse Marketing" sounds like just another renamed phrase. It happens in marketing all the time. It's not a hamburger, it is a quarter-pounder, as if a quarter pound hamburger was large. It is not a quarter pounder, it is a whopper. It is a staple of...

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If You’re the Kind of Person Who…

I have come to believe that the most difficult part of marketing is leading a client toward considering his own marketing from the customer’s point of view, not the client’s point of view. Widget makers think they have achieved something when they articulate their...

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Branding in the Real World

Branding requires several steps to be done right. Start with your purpose, then on to the USP, build your branding, yadda, yadda, yadda. But all along, I still have to make a living. As do those I employ. The real world rarely offers you the chance to put the steps...

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Reverse Marketing

To really reach a prospect or customer, take what you have learned about sales technique, and do it backward. The traditional method stresses the concept of being different. Specifically, find the category in which you lead, and stress those differences to the right...

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Brain Marketing

The tough part of visiting a prospect is that no matter how well it goes, the minute you leave, they become surrounded by the realities they postponed during your visit. Your equipment list, or quality processes are quickly forgotten. It is because you didn't reach...

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Put an End to Logos

Widget Maker: We are a new company. We have a great location, a recognizable name, a solid market that will love us, and now we need a logo. Marketer: No you don’t. Widget Maker: That is silly. Of course we do. We need something to put on our building, business cards...

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Four Steps to a Profitable Brand

Developing your brand results in a brand that is more valuable to your customer base. That additional value allows you to charge more while growing a larger and more loyal following. Build your brand through this four step process which can be incorporated into your...

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Form Follows Function

"Form follows function - that has been misunderstood. Form and function should be one, joined in a spiritual union." - Frank Lloyd Wright. It is true of design, architecture, and branding as well. Your brand is not a function of clever design. It is not a more clever...

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Don’t Ignore the 99%

Most direct mail programs are considered successful with a response rate around 2% 99% of those seeing your display ads in newspapers, out of home ads on billboards or bus stations, and 99.9% of your e-mail list don’t respond to your ad. Add in the ignored impressions...

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