BUILDING A BRAND STRATEGY PLAN

Recently, I along with some colleagues built a mock-brand strategy for a local brew-pub in the Fort Lauderdale area. Building a brand strategy is a daunting task, even if it is a mock strategy. Let’s talk about the experience. Why a mock brand strategy? We went with a mock strategy plan in order to tell […]

WHAT SHOULD YOUR BRAND ARCHITECTURE LOOK LIKE?

As your business grows and your array of products expands, you may be put into a position where you have multiple brands or sub-brands. How do you maintain these brands and their individual brand equities, while leveraging the relationships between brands? You do this by building a clear brand architecture. What is brand architecture? Brand architecture […]

3 WAYS EFFECTIVELY EXPERIMENT WITH YOUR BRAND

You want to know the attitudes and behaviors consumers harbor towards your brand. Do they truly understand the benefits? How does your brand stand against other brands? You must answer these questions before you can improve your brand. Here are 3 ways to experiment with your brand. Brand-Comparative Methods Testing how your core audience feels about […]

ENHANCE YOUR BRAND WITH SECONDARY ASSOCIATIONS

Your brand is what your audience thinks of when your business comes to mind. It’s important to build a solid foundation of values, ideas, and events that are in line with your customer base. However, it is oftentimes difficult for brands to share their story without seeming disingenuous.  Using secondary brand associations, you can increase your […]

3 WAYS TO MEASURE YOUR BRAND EQUITY

Your brand is incredibly valuable to you, your business, and your stakeholders. However, the true value of brand equity is often unclear. How much is your brand really worth to your target customers? Let’s breakdown 3 common ways to measure your brand equity. Return of marketing investment The simplest way to think about the return of […]

THE 4 STEPS TO BECOMING A RELATABLE BRAND

Oftentimes when we remember things, we don’t remember where we were or what was happening, but rather how we felt about something.When building a brand, it’s important to develop a human connection for your audience to develop positive emotional associations with your products and services. That way, your customers will become much closer to your […]

WHAT ARE MARKETING ANALYTICS?

We all hear the term analytics thrown around, but what does this really mean? And more importantly – why are analytics important? Marketing analytics refers to the logical analysis of relevant data for the purpose of improving marketing performance. Why IS marketing analytics important? Before marketing analytics, the value of marketing efforts could never be truly […]

DEVELOPING A BRAND STRATEGY IN 3 STEPS

Every business needs a concrete brand strategy to truly understand its value, its purpose, and its role in the marketplace. Oftentimes businesses think they know who their audience is and their position, but are either too broad or miss the mark completely. Let’s put your business on the right track to a solid brand strategy, beginning […]

TOP 4 BEST FACEBOOK ADS TOOLS

Managing paid social campaigns across Facebook and Instagram can be a hassle, especially if you don’t know what you should be optimizing for. It takes a lot of time to manage your ad creatives, test them against each other, and review the data to make the appropriate adjustments.  And if you’re a small team…. Yikes. Luckily, there […]

WHAT IS DATA STORYTELLING?

The value of data, particularly in marketing cannot be overstated. However, if your data doesn’t paint a clear picture for you or your team, it isn’t being used to its full potential. That’s where data storytelling comes in.  Data storytelling is the process of extracting valuable insights and information from your data that allow you to make […]