Be authentic. Have an authentic brand. I want to be seen as authentic. Everyone’s all about “authenticity” these days. Which really hasn’t changed all that much since I first blogged about this in 2011. And yet, marketers and entrepreneurs are still fretting out about it. It’s time to bust this myth of authentic branding, once and for all. Authentic is not something you can BE. It is a … [Read more...]
Trick or Treat?
Marketing does not have a very good reputation. People often perceive marketers as liars or con artists, saying anything and everything to get you to buy their stuff. When I see others in my chosen profession deceiving the public, my blood pressure goes up. I want to throttle soda companies that try to pretend their products are “healthy” somehow (this includes so-called “water drinks” … [Read more...]
How to Create a Simple Marketing Plan That Brings You Joy
Has this ever happened to you? Your spouse opens the refrigerator and removes a carton of milk. He asks, “How long has this been in here?” and you shrug your shoulders. He opens the carton, takes a big whiff, and recoils in disgust. You think he might actually start crying. “Ugh! I think this milk has gone off! Here, smell it.” Are you kidding me? You have very clearly shown that what … [Read more...]
What is a Brand Strategy?
Doing this work for, ahem, decades, it’s easy for me to forget that the most basic yet game-changing concepts can often be misunderstood. I sometimes assume everyone understands what I mean when I talk about “brand strategy.” But with new readers and fans, it’s worth revisiting this important topic and clarifying terminology so your business can soar. A lesson for all of you: Don’t assume … [Read more...]
How To Be Seen as an Expert…Or Increase Your Influence If You Already Are One
There are two common challenges people claim when trying to build an expert, influential brand. Do either of these sound familiar? People don’t listen to my ideas or see me an expert even though I know my stuff really well because I lack credentials/the right degree/level of experience. and... Everyone says they’re “experts” these days, but I really am one! I’ve earned it. But I can’t … [Read more...]
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