Marketing MO – A Comprehensive Brand Strategy Toolkit

Great brands make an emotional connection with their market. Your brand inspiration is the foundation of your brand strategy. And in todays digital world, that can be more complicated than ever. Customers expectations of brands are changing, and were undergoing a massive shift in how we deliver that brand experience. Some brands wont survive. ButRead More

Your brand is more than just your logo and color palette; your brand is an experience that communicates the essence of what you represent. And like people, each great brand has a personality your brand personality traits. Its one of the many elements of your brand architecture. Your brands personality and voice are whatRead More

What sets your product, service and company apart from your competitors? What value do you provide and how is it different from the alternatives? Competitive positioning is about defining how youll differentiate your offering and create value for your market. Its about carving out a spot in the competitive landscape, putting your stake in theRead More

CanopyNation is an employee benefits advisory firm that creates, administers and services custom employee benefits packages. They work with companies in the United States that have between 25 to 3,000 employees. The company was formed in January of 2018 after being spun out of Simmons Bank in Memphis, Tennessee. The company principals, Orma Smith andRead More

A brand delivers an experience at each interaction with the marketplace. Following this step-by-step brand audit process will enable you to understand how your market feels about that brand experience both your internal market (your stakeholders) and your external market (your customers and prospects). Understanding if the market responds to the key elements ofRead More

How much have you invested in sales and marketing over the last few years? Thousands? Tens of thousands? Millions? Tens of millions? Your customer retention strategy is about keeping the customers youve invested in to acquire. And if youre in an industry where your customers make multiple purchases over the years, your entire team should beRead More

One of my favorite quotes is from the late Peter Drucker: Marketing is the distinguishing, unique function of the business. On first glance, its not an earth shattering quote. But there are plenty of case studies about companies that delivered average products yet became distinguished because of their marketing (think Coca Cola, Nike, Corona, Microsoft,Read More

Why do your customers buy from you instead of your competitors? When asked that same question, research shows that nearly 4,000 CEOs of mid-market companies dont know the real answer. Some think they do, but most are relying on false information. And this limits their ability to grow. In Jaynie Smiths book Creating Competitive Advantage, onlyRead More

Heres a secret of great marketers: They truly understand the psychology of their buyer. Marketing is about persuasion: creating the impression you want to make, eliciting a specific feeling or response, and then enticing a person to take action. If that sounds difficult, youre right it can be. The great advertisers of yesteryear keptRead More

Pricing is one of the classic 4 Ps of marketing (product, price, place, promotion). Its one of the key elements of every B2C strategy. Yet for many B2B marketers, the pricing strategy in their marketing plan is challenging to write; many arent even involved in creating their pricing strategy. There are many factors to considerRead More

If you review the background of the CEO of every company in the Fortune 500, youll find that most of them were trained in one of these areas: sales, engineering, finance, or operations. They either knew how to sell their product, build their product, manage their money, or manage their operations. By the time theyveRead More

Distribution is critical for every startup. Its all too common for a startup with a great product to fail due to lack of distribution. If your business model is designed to rely on distribution partners to deliver your product to the market and you dont have experience building and managing a distribution channel, then takeRead More

Big brands almost always invest substantial resources to create a comprehensive strategic marketing plan. Especially in consumer markets. Yet from my experience, few small to midsize businesses bother to create one. (And many dont even create a written annual marketing plan, opting to simply operate from a budget instead.) Why? Part of the reason isRead More

After a lot of hard work, were proud to announce the launch of Qlutch our new marketing planning web app. Qlutch delivers almost 400 step-by-step plans for almost any marketing activity and replaces our legacy Marketing MO offering. We invite you to check it out! Heres whats new: Weve streamlined the interface for easierRead More

Those who plan do better than those who do not plan, even though they rarely stick to their plan.  Winston Churchill, British Prime Minister Have a plan. Follow the plan, and youll be surprised how successful you can be. Most people dont have a plan. Thats why its easy to beat most folks.  PaulRead More

For many years, direct mail has been an important marketing medium. Even though many companies have turned to social media, email and internet marketing, a targeted and well-produced mail campaign can still be highly effective. Direct mail campaigns can be used to generate leads, promote special offers, support other campaigns, communicate with customers and raiseRead More

Over the past decade, theres been a big push for marketers to improve their use of financial metrics, especially marketing ROI calculations. This enables them to better communicate with the rest of their executive team. Instead of speaking in terms of brand awareness, conversion rates and leads generated, marketers have been focused on speaking inRead More

How do you respond when someone asks what does your company do? Do all your team members answer the same way? Is your response compelling enough that the listener wants to learn more, or do you sound like everyone else? Brand messaging addresses the written and verbal statements that quickly describe what you do and howRead More

Marketing and sales have changed over the last few years. People no longer trust company-sponsored advertisements. Digital media presents a dizzying array of choices for reaching customers who are becoming harder to influence. The solution for the small to midsize company isnt a new marketing tactic or social media channel or to sell harder. The solutionRead More

Were excited to announce that our new online course Strategic Marketing for the SME is now live! This course enables company stakeholders to design sophisticated marketing strategies using the same techniques as the big agencies and Fortune 500. The course guides viewers through the essential elements of any long-term strategic marketing plan. Creating anRead More

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