Focus on Benefits and “Get a ‘Ladder’ Up” on Your Competition
You’re likely familiar with the saying “get a leg up on your competition.” Did you know it refers to a jockey getting a boost from someone when mounting a large horse? Have you thought about how it applies to marketing? Read more
Tagged brand building, Brand Ladder, competition, marketing, positioning, relationships, technology, values
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Forget “Website.” Think “Sites on the Web.”
Long gone are the days when an effective approach to marketing online involved simply having a website—regardless of how engaging, informative or (insert adjective of choice here) it was—and just ensuring your site ranked well in Google. To be effective in today’s buyer-centric economy, we need to be attuned to the multi-modal, multi-channel experience of buyers. Read more
Tagged Branding, communication, experience, Facebook, Google, inbound marketing, marketing, Twitter, website, YouTube
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Understanding Products as Language
What product defines your business? Great products are increasingly distinguished by their ability to provide an extraordinary customer experience. Whether it’s a John Deere 8 Series tractor that delivers power to the land, or a fungicide that enables higher yields, the experience a product provides is a powerful communications tool for your brand. Read more
Brand Building with Burt’s Bees
Paula Alexander was the guest speaker at our April Marketing Mondays™ event, sponsored by Quarry and The Research Triangle Foundation. As Director of Global Insights for Burt’s Bees, the well-known maker of earth-friendly natural personal care products, Alexander began her presentation by providing a solid foundation on the topic of branding, including: Read more
Tagged brand, Branding, Burt's Bees, customer, Dove, Guinness, Marketing Mondays, Paula Alexander, relationships, Research Triangle Foundation, sustainability
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Answering “Why?” is Key to Building a Great Brand
Beyond just a way to think about inspirational leadership (of people), Sinek’s model is a meaningful and powerful way to think about how to build brand leadership. Read more
Tagged brand, Golden Circle, Google, leadership, market, Sinek, Yahoo
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What’s In a Name? Four Pitfalls to Avoid When Naming a Brand
Genetically modified (GM) crops have been recognized by no less an authority than the late Norman Borlaug as one of the most rapid cases of technology diffusion in the history of agriculture. Despite their benefits, safety, and widespread adoption through… Read more
Does Your (Personal) Brand Deliver on Its Promise?
At Quarry, we believe a brand is a promise marketers make to their customers. What about your own personal brand, though? Does it deliver on your promise to your teammates and your organization?
Brand Affinity Through Exclusion
Around our shop, Seth Godin’s daily blog is just like caffeine – a daily staple. I got an extra jolt when I read Seth’s recent post “Sort of Private”.
5 Ways to Make a Big Challenge Small
At times, when working year after year on the same types of issues or challenges, we’re tempted to revert back to what was done in the past. It worked before, so why wouldn’t it work again? Actually, there’s a lot… Read more
Tagged challenges, moderator, new ideas
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Is it Time for a Science of “BrandErgonomics®?”
“Branding,” at its highest level of practice, is an art. Certainly, it draws upon a teachable understanding of the processes of meaning – how meaning is created and reinforced in the imagination, how meaning is negotiated in social groups and… Read more
Tagged authenticity, Branding, companion discipline, product
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