Multiplatform Marketing Strategies

Winning Strategies Begin with Learning how to Conduct the Orchestra In many ways, multiplatform marketing campaigns are the marketing equivalent of an orchestra. Marketers step up to the podium and wave a baton to conduct targeted social media buys on Instagram and Facebook before slowly bringing a sponsorship of a key event into the fold. …

Using Brand Development Indexes

How Indexing Adds Depth to Your Analysis In order to make the most of our data analysis, our data needs context and our analysis needs depth. As good as we can get at filling in the contextual blanks to tell a story with data, the truth is, metrics carry very little weight without some kind …

Brand Audits: Like Taking Your Brand to a Checkup

The First Step to Maintaining or Fixing a Brand  You’ve worked hard to develop your brand, making sure that it communicates the right message that resonates with your consumers. But, how can you go about making sure your brand stays properly calibrated or even find new ways to optimize it? Just like people, brands need …

Understanding Breakeven Analysis

The Foundation to Effective Pricing Strategy Development Pricing strategies are often complex and make up the backbone of most business’s financial models, while also being one of the key levers in the marketing mix. We can find the foundations of effective pricing strategies, though, through fairly simple Breakeven Analysis by focusing on the basics. This …

Using the Brand Resonance Model to Troubleshoot Your Brand

From Brand Management to Brand Maintenance  The first rule of branding is that you don’t actually own your brand, your consumers do. We covered this recently and established that brand development and management must be predicated on the perspectives of your target audience. You can’t effectively manage a brand if you don’t understand what your …

The Basics of Distribution Analysis

Laying the Foundation for Future Analysis Distribution is one of the foundational metrics for most businesses that do not have their own proprietary methods of retail. Regardless of how well their products are made or marketed, these companies depend on their distribution partners to reach their end consumers. Mastercard and Visa, the two giants of …

You Don’t Own Your Brand, Your Consumers Do

Knowing the Difference Between Identity and Image In the past, we’ve taken a look at why marketers should adopt consumer-first marketing strategies, focusing on the idea that our marketing strategies and tactics are at the mercy of consumer interpretation. At its core, brand development and management follow this same idea, echoing back to that timeless …

Winning Your Hometown

Using Grassroots & Digital Marketing to Defeat the Three A’s for Sports Franchises Modern sports franchises are more sophisticated than ever in their ability to diversify revenue streams and maximize secondary, and even tertiary, methods of income. We’ve seen broadcasting rights explode in valuation, according to Bizjournals, and are now witnessing the opening of an …