Brands, like all human endeavors, are characterized by ups and downs. In this post, we consider the ways brands can...
How To Reenergize and Renew Your Brand
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Branding
Positioning is dead! Long live positioning!
Positioning a brand—the process of identifying and “owning” a unique mind space in your target customers—has been a...
Harness Purpose to Build a Stronger Brand
Human beings have a fundamental need for purpose—and brands that can tie into that need and harness it, benefit from a...
How to Improve Medical Device Marketing
Medical device marketing is ripe for change. Whenever all the players are pretty much playing from the same sheet of...
Marketing Success: Branded Content, Not Ads
The reality for advertisers and marketers is that people just don’t like ads. Ad blocker use is widespread globally...
Baker-Miller Pink and the Power of Color
Unless you’re colorblind like my friend Sean, you see a wide variety of radiant colors every day, many of which are...
The Top 5 Marketing Mistakes in B2B
Having supported B2B marketers for 30+ years now, I’ve learned a few things about the common marketing mistakes these...
What Makes A Good Super Bowl Ad?
While the Super Bowl may be the biggest day for football fans, it is also the biggest day for advertising...
Successful Clinical Trials Need Compelling Branding and an Integrated Patient and HCP Engagement Campaign
According to ClinicalTrials.gov, there are over 392,000 research studies in all 50 U.S. States and 220 countries. One...