Three Strategies to Expand Your Brand Online

In the past two years I have been actively involved in eCommerce, launching new brands exclusively online, or expanding established brands to take advantage of the online channel and grow sales. I have gained enough hands-on experience Continue Reading

Managing Channel Conflict: How to Make Your Products More Accessible with Multi-Channel Distribution

Marketers are among the first to witness what I call the “fragmentation” of everything: media, consumer preferences, shopping habits and distribution channels. Brands are almost forced to diversify their presence across multiple distribution channels to avoid becoming irrelevant. Emerging brands have usually adapted well to the new reality: they offer no exclusivity to a particular […]

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Are Marketing Certifications Worth It?

A very common question I receive from my readers is about my Professional Certified Marketer designation. More specifically, what kind of impact did it have on my professional career? I think it’s time, many years since I received the certification, to answer this question publicly in more detail. For those of you who don’t want […]

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How to Think Strategically

The greatest thing in this world is not so much where we stand as in what direction we are moving. Johann Wolfgang von Goethe “Strategy” is one of the most used and abused corporate buzzwords. People who use it often feel it adds an extra level of importance to their projects and actions. While managers […]

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The Single Word That Should Define Your Branding Strategy

There is plenty of advice on how build a brand. And yet, brand building is more complicated than ever, in part due to the competitive environment, but also the strategic decisions brand owners make. A look back at some of the most successful brands shows a commonality that can be summarized in a single word: […]

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A Guide to Understanding Your Brand’s Target Audiences

Image credit: Joe the Goat Farmer on Flickr Most Brand Managers understand the importance of having an accurate image of the brand’s target audiences. What’s often missed is how our marketing actions impact the quality of that audience. We often judge the strength of a brand by the number of Facebook fans, Twitter followers and […]

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5 Favorite Things

If you had to name the 5 things you love most, what would your list look like? This is the essence of the 5 Things project started by Belfast-based designer Paul McNally. His goal is to “grow a global community of individuals encompassing all ages, locations and occupations; discovering, and documenting, the stories behind the […]

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Do You Need 1-On-1 Marketing Advice? I am Here To Help

If you have a marketing question you think I can help you with, join me for a 10-minute free online meeting on Officehours. Officehours is a service that allows people looking for advice to connect with specialists in various fields. November 6 will be my first time using the service, but from what I read […]

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Brand Positioning Basics: Establishing The Competitive Frame of Reference

When we come across a new brand, we try to make sense of it by using reference points to file it into our mental library. We think of the category it fits in, competitive brands we already know in that category, the product/service being offered, and its price point. This is how a brand’s frame […]

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6 Common Causes of Brand Failures

The news earlier in 2015 that Mexx is closing all its Canadian stores came as a huge disappointment for my family. Disappointment because The Dutch retail chain was our favorite place to shop for clothes: the quality was good, and prices reasonable. Surprise because Mexx stores were some of the busiest places at the malls […]

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