A branding blog of practical advice, ideas and examples.

Every week the Brand Insight Blog offers deep, insightful articles you can use to launch a new brand or improve your existing business ... read more →

Paralysis by analysis – How fear and data can kill great marketing.

January 19, 2014

In golf, over analysis never  produces good results. If you’re thinking too much —  plotting the shot, rethinking the shot, regripping the club and worrying about the position of the left pinky at the moment of impact — you’re going to fail. Same thing happens in many marketing departments and small businesses. People get stuck in […]

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The Branding of Sears

January 14, 2014
One of many successful brands that Sears built.

The Sears store in my hometown recently closed its doors. Shut down after a 60 year presence in the market. Can’t say I’m too broken up about it either.  I bought a few tools there, once upon a time. And an appliance or two, but nothing I can recall. I certainly wouldn’t say I had […]

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Fake Thrills — Another Automotive Misfire.

January 6, 2014

The Toyota Camry is not an exciting car. In fact, some automotive writers content that Toyota’s building nothing but toasters these days.  Despite that, the Camry has been hugely successful and has been the best-selling car in America 15 of the past 16 years. (Camry was No. 1 from 1997 to 2000, lost to the […]

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The ABCs of Branding: RCD

July 9, 2013

Relevance. Credibility. Differentiation. These are the basic building blocks of any branding effort.  When you look at companies — large and small — that have been successful, you’ll notice strength, consistency and often superiority in those three areas. Relevance. Brand relevance is closely related to specialization and niche marketing. Because you can’t be relevant to […]

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Who reads copy these days? The hungry ones.

April 15, 2013

I’m really tired of people telling me no one reads anything anymore. For instance, a client recently said he didn’t want professionally-written copy inside his website because, “no one reads it anyway.” He insisted that “People go to a site looking for something very specific. They don’t want to read, they just want to find what […]

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Non-profit branding… a story of start-up success and failure.

March 16, 2013
WWLogo - small

In 2009 I called it “A feel-good brand in a bummed out world.”  It was the type of organization that  genuinely touched people, and put smiles on faces. For me, a few minutes at Working Wonders Children’s Museum was a sure cure for a crummy day. Our story of success, and failure, is valuable for anyone […]

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Strategic Thinking vs. Tactical Acting

February 26, 2013

The single most popular article I’ve ever written focuses on the difference between marketing strategy and marketing tactics. Seems there’s a bit of confusion there.  For example, I saw a blog recently titled “Top  10 Social Media Strategies.” But the list was purely tactical. Not a strategy to be seen. So if you’re one of thousands […]

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