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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Communications
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...
Breaking Through the Competitive Baby Market
As a first-time mom-to-be, I’ve received a crash course in all things baby. I had no idea how many different products...
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...
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...
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...
Brands Are Rising To Challenges Where Governments Are Proving Inadequate
As we pointed out in a previous post, consumers increasingly expect brands to stand for more than the products and...
How to Improve Your Brand Using Customer Journey Mapping
Today, with global competition saturating every product and service category, it is ever more important that brand...