Marketing Trends and Challenges
One of my blog readers recently asked me a very good question: what is the biggest challenge with Marketing to new prospects today and why? [...]
Brand Management 101: Five Principles of Highly Effective Branding
I am very passionate about the brands I admire. All my friends and colleagues know that Cervelo is my favorite bike company and I am [...]
5 Excellent Stock Photography Websites
As promised in my previous post, below are my top choices for finding the perfect image for a website, catalogues, presentation or blog. The list [...]
How to Use Stock Photography in Your Marketing Communication Materials
I love photography, and I am a frequent user of stock photography. I think a good photograph is the simplest and most elegant way to [...]
Brand Guidelines: A Practical Overview (Part 2)
The brand guidelines document summarizes a company’s effort to integrate its visual, verbal and written communication efforts across different mediums and channels. In part 1 of [...]
Brand Guidelines: A Practical Overview (Part 1)
If brand management is part of your job description you know how difficult it can be to ensure the brand message is consistently reflected across internal [...]
A Marketing Campaign That Stands Out
Although most of my posts are focused on marketing strategy I sometimes feel the need to highlight some outstanding advertising work that I believe stand [...]
Marketing a Challenger Brand
In a previous post I offered a few suggestions on how to market a leading brand. I concluded that the overall objective of the category [...]
How to Market a Leading Brand
Managing a leading brand is a privilege, but also a challenge. Some brands are perceived as "number one" in quality, customer service, warranty, or distribution. [...]
A Marketer’s Guide To Writing An Effective Graphic Design Brief
The design brief is one of the most important documents in the Brand Manager's toolkit. How many times have you received a graphic proof that [...]