The Strategic Brand Plan is the blueprint for all of your marketing efforts. Would you ever consider building a house without a blueprint? Then you also should not consider building your marketing efforts without a strategic brand plan.

The Strategic Brand Plan is the blueprint for all of your marketing efforts. Would you ever consider building a house without a blueprint? Then you also should not consider building your marketing efforts without a strategic brand plan.

First, what is a touchpoint? This is everywhere that your brand identity or logo appears, everything that contains your message, and every place that your target audience can come in contact with your organization. So, that’s basically everything.

This week we are talking about Points of Differentiation. When I work with companies, this is the topic we spend a lot of time really digging into because it is so important. If you look and sound just like everyone else,

Very few things in life are actually “one size fits all”. Someone ends up with something that’s a little too big and someone else ends up with it being a little too small. When it comes to building a brand, it’s even more extreme.

Your products and services are not for everyone. If you approach your marketing strategy with the intention of reaching ‘everyone’, then you will actually connect with ‘no one’. For information on these strategies,

I had the great pleasure of being in the Superdome for the Saints game yesterday for their game against San Francisco for the top of the NFC. I was surprised to see that the Fan Impact Play was sponsored by Waitr,

A brand isn’t a logo.  A brand isn’t a company.  A brand isn’t a product.  A brand isn’t a tag line. For information on these strategies, check out these Razor Branding Blogs: 3 Steps to Build Your Big Bold BrandWhen Going Negative Goes WrongUniv...

When you think about big, bold brands, Nike’s “Just Do It” and Apple’s “Think Different” might be the first thing to come to mind. Those tag lines/campaign slogans are big and bold – but they aren’t brands.

Anheuser-Busch launched an ad campaign during the 2019 Super Bowl with a primary message: Bud Light does not contain corn syrup.  The ads featured the Bud Light King and the Bud Knight on a quest to return a barrel of corn syrup to its proper owner.