After the excitement of the start of the season fades away, winter can feel near endless. Even if you don’t live somewhere with snow and below-freezing tempe...

A brand story is made up of all that you are and all that you do. From the company’s history, mission, inspiration, goals, products, services, marketing and ...

From Forbes Business Council 13. Prioritize The Project Tasks – Dr Sharon Livingston The client talks about the tasks and goals that are part of the project...

If you were to read the benefit statements in Part II of this series (e.g. "I am a sexy person because I drive an aerodynamic car") to a respondent directly ...

A vital brand has a "relationship" with loyal users not unlike a healthy relationship between two people. People maintain ongoing affiliations as long as eac...

We hope all of our clients recognize that people buy benefits rather than features. For example, -Time release products are purchased because they are long a...

Few marketing challenges are tougher than identifying and influencing what drives customers’ attitudes and behavior. Traditionally, executives have relied on...

“Your Customers Make the Best Casting Consultants” Believability: In the last post, we talked about the importance of Likability in casting for ads. The seco...

“Your Customers Make the Best Casting Consultants” Research has shown that the most convincing protagonists in ads not only deliver the message adequately, ...

If you want to know which emotional end benefits are most meaningful to the consumer’s connection to your brand, the last thing you want to do is ask her or ...

People get very confused by the term Emotional Marketing and I’m here right now to clear it up. This is an often-used definition that is NOT what is meant by...

People often ask me about the techniques I use and teach to Moderators and Coaches. How did I learn them myself and how did I come up with Snow White and the...

As I was thinking about the importance of asking the right questions in brand research, a post on the historical New Coke marketing fiasco appeared in my ema...

How to Identify Your Brand Essence Think of your Brands Essence as the heart and soul of your product or service. Your Brand Essence is that potent intangibl...

Do your homework to make sure your branding efforts are successful. How do you stack up against your competitors?. What makes you stand out as THE one your t...

Not just your customers, not just your employer, but all those you interact with on a regular basis. If you have a business, most important are your key empl...

One of the demons I face in helping people figure out their Personal Brand and marketing is the belief that they have to serve EVERYONE. Research shows if yo...

What many brands and services suffer from is a seemingly benign form of narcissism which can actually cause the demise of your product or offering. Narcissis...

People, businesses and corporations need compelling stories. Why? Because in today’s world there are so many people and companies competing for the same audi...

Who are you? Before you can start branding yourself you first need a studied sense of who you are. It’s the core for all communications – business, career an...