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Brand Marketing

Brand Marketing

Susan Meier was recently interviewed on the Blogger Genius Podcast where she explains “how to brand like an expert and the mistakes to avoid in 2022. Susan Meier: Thank you so much, Jillian, it’s great to be here. Thanks for having me. Jillian Leslie: So, you are a branding expert. How did you become one? Can you share your entrepreneurial journey? Susan Meier: Sure, absolutely. So, I started my career as a management consultant. So focusing on strategy. And when…
Umbrex is pleased to welcome Robert Tas.  Robert has spent his career as Visionary Chief Growth/Marketing Officer (CMO), change catalyst and digital pioneer with a history of success leading transformations and igniting revenue growth by defining brand marketing strategies, use of data analytics and using digital as a performance weapon. His experience spans D2C e-commerce, financial services, CPG and Telecom industries. He has managed large transformational efforts, worked with leading agencies and managed media budgets in access of $250M. He…
  Jonathan Paisner shares an evergreen post on what it takes to make a good tagline for your business.  How do we capture the essence of our brand in a handful of words? This sounds hard. That’s because it really isn’t the right question to be asking.  Better: What brief phrase can strengthen and deepen understanding of our brand? You can’t say it all. Don’t try. Name, logo and tagline partner to communicate the essence of the brand.  What you…
  In response to the recent news on how many brands approached this year’s Super Bowl ads, Jennifer Hartz shares an article that highlights corporate responsibility in action.   Two stalwart Super Bowl brands and commercial rivals are skipping 2021 game ads. On February 2nd, amidst a global pandemic and national division, millions will watch Super Bowl LV! The 2020 vs 2019 Champions, Kansas City Chiefs vs Tom Brady…. I mean the Tampa Bay Buccaneers…. will face off with the NFL’s…
  In this concise but valuable post, Susan Meier explains how looking at a brand through the lens of empathy can inform and build strong brand relationship marketing strategies. Empathy is the ability to understand and share the feelings of another. It’s putting yourself in their shoes. And it’s the key to good branding, because the brand relationship is built on understanding the customer’s world view and desires.  Hey, you got a lock? Would you make a key and then…
  Start the year armed with a strong marketing strategy. Kaihan Krippendorff shares a short post on successful marketing campaigns and introduces his webinar on strategies to become agile and win customers through proximity. TONY HSIEH’S STRATEGIC PATTERN As many of you know, we recently said goodbye to an amazing leader, former CEO of Zappos, Tony Hsieh. We learned many lessons from Tony, the most important one being that the key question in strategy is to ask, “What business are…
  Toopan Bagchi identifies the importance of  building segmented brand management teams to maximize marketing capabilities and effectiveness.   In a continuously disrupted landscape, many retailers are realizing the potential for private brands to not only improve margins, but to also attract customers, build baskets and drive loyalty. However, given retail’s traditional reliance on CPG companies to develop and cultivate brands, capabilities around true brand management are often limited.  Retailers leaning in on private brands would be wise to establish and…
  If you are looking for ways and means to improve client attraction, spend, and retention, read on. David A. Fields provides practical steps and innovative approaches to improving your firm’s offerings. If your consulting firm’s offerings aren’t generating gleaming stacks of revenue, it’s time to develop a Level 3 Offering. You’re not alone if the projects that sustained your consulting business in the past have recently become difficult to close. Prospective clients are confused about how to please their…
  James Black shares the first post in a series that explores the development of customer understanding in 2020.  To kick off the new year, I suggested ‘20 Questions to Help Your Brand or Business See 20/20 in 2020.’ To help brands and businesses assess the state of your business and identify opportunities, I wanted to take a closer look at the topic of Customer Understanding. Developing a deeper Customer Understanding is helpful to identify opportunities to strengthen your business….
  Kaihan Krippendorff asks a most pertinent question to help companies identify a strategy that will improve customer relations and revenue.   The former president of Starbucks, Howard Behar, told me a few months ago that the most important decision Starbucks made, that led to many of the disruptive choices this category-defining company made, was their decision to be “in the people business serving coffee” rather than the “coffee business serving people”. In other words, Starbucks decided to view their “customer”…
  This article from David Burnie’s company blog identifies the value of the contact centre, and how it helps to prevent customer attrition.  The contact centre is a necessity for any mid-large size organization. It is where customer inquiries are handled across multiple channels, such as the phone, email or live chat. It is a bustling place of energy, activity and collaboration and often a starting point for many who want to forge a career in corporate. When built and…
Umbrex is pleased to welcome Richard Cho with Growing Abundance Mindsets.  Through his time at Gartner, Bridgewater, and McKinsey Richard developed a set of tools, frameworks and practices that have been adapted from leading business thinkers and applied across multiple Fortune 500 company teams to successfully drive new initiatives. Often times technology problems are usually business engagement problems, and he has a track record of getting these initiatives on track. Richard is passionate about building world-class cross-functional digital teams that go after big…
  Robbie Kellman Baxter explains why a free trial is not always the best tactic and identifies three  reasons a subscription business isn’t attracting new members. Recently, a CEO of a major professional association asked me what I thought of a 30 day free trial for new members. He worried that potential members would sign up for the free trial, binge the value in that free period and then cancel without paying. But his board was concerned that not enough…
Jason George explores the relationship between the human need for ritual, community, and purpose, and the organizations or entrepreneurs who see that need as their next opportunity.   Come all ye faithful Some of the devoted choose to meet in the early morning, braving the cold and arriving at their nondescript buildings in the predawn darkness. The name on the sign outside might reference “soul” or “cross,” but there is nothing outwardly grand about these places. The real draw is…
In the digital age, Amanda Setili explains why every company — big or small – needs a platform strategy to connect with customers.   Today’s businesses now live or die based on how well they cultivate and connect those who they do business with. Just look at the seven most valuable companies in 2019—Apple, Microsoft, Alphabet (parent company of Google), Amazon, Facebook, Alibaba and Tencent. Each created their success by deliberately and aggressively building powerful platforms to connect customers, content…
Robyn Bolton shares five techniques that can help you understand your toughest customers in this post recently published on Forbes. Let’s be honest, we love talking to people who just ‘get’ us. I believe this is because we often must hold a number of conversations with people who don’t ‘get’ us. In business, the people who don’t understand us are the ones we desperately need: Our customers. Many might not understand why your products or services cost so much, why your…