3 min read
How to Choose a Brand Architecture
Most organizations operate multiple brands. Sometimes this is due to a merger or acquisition, while other times it is by design within the marketing...
Strategy (3)
6 min read
Customer Segmentation and Persona Development
For some marketing teams, segmentation is seen as a dirty word. Brand managers may see their product or service as having universal appeal and may be...
3 min read
Challenger Brand Marketing
There used to be a saying that “nobody ever got fired for choosing IBM,” which meant that, groupthink, or doing the same thing your competitors were...
4 min read
Why Brand Marketing Is Important
The word brand is often misused in marketing. The confusion is likely tied to the fact that most “brands” didn’t start out thinking of themselves as...
6 min read
Why PPC, SEO, and Content Strategy Must Work Together
It's common to see PPC, SEO, and Content Strategy as different projects. In fact, you most likely have different people running each internally or...
2 min read
Creating a Clear Brand Positioning Statement
We are exposed to hundreds if not thousands of brand messages every day.
2 min read
Do You Really Know Your Competition?
Grasping the extent of your competition may appear to be a straightforward task.
5 min read
Consumer Decision Journey Mapping
Regardless of your industry or brand, every marketer shares the same fundamental goal: to reach consumers at key moments when your marketing message...
6 min read
Qualitative and Quantitative Marketing Research Methods
Some researchers take a hard approach to data, either falling squarely on the side of the numbers (quantitative data) or on the other side, one of...
2 min read
9 Tips for Marketing to Millennials
Every generation requires a shift in how brands target and research their audience. However, none more so than the Millennial generation.