Are Brands Afraid to Get Weird Now?
Wassup?, spongmonkeys, pug bread, an ice cream humanoid who eats its head with a spoon — there have been some very weird ad campaigns over the years. But where are they now? Where are the campaigns that stop people in their tracks and make them wonder what they just witnessed? Sure, there are some. (Though, let’s be clear, just […]
My Personal Customer Journey with Cuts, the Athleisure Brand for the Sport of Business
Move over, business casual — there’s a new trend in town, and it’s called athleisure. With this trend, we’re ditching the restrictive suits and painstaking heels for stretchy, breathable fabrics and sneakers. As athleisure brands blow up in the post-pandemic fashion era, it’s hard not to be lured to brands like Lululemon, Athleta, Alo Yoga, […]
Liquid Death: How Brand Positioning Made Canned Water Worth $700 Million
It’s canned water, Michael. What could it possibly be worth? Following the latest round of fundraising and valuations, about $700 million! What on the surface seems like a simple idea (good, clean water served in a tallboy beer can) is made unique with an irreverent brand positioning that aims to murder your thirst. Liquid Death has seemingly […]
How to Build a Purpose Driven Ecommerce Brand
In the 21st century, consumer culture has changed and ethical capitalism is becoming more than just a marketing buzzword. Shifts in marketing and sales are often a reflection of the times and today’s consumer (weighed down with climate change, the pandemic, and issues around equality and other global topics) wants to shop with a sense […]
Why It’s Good for Your Company to Stand for Something
Making sure your company has clear ethical stances has long been revered for internal purposes such as employee morale and company directives. That’s still critical (as we’ll discuss), but more recently it’s become essential for attracting customers too. In this blog, I’ll cover some recent trends you should keep in mind and provide some guidance […]
Activating a Consumer Brand in the Digital Space
Why brand activation? There is often a lot of hesitancy in launching, expanding, or optimizing the ecommerce arm of a traditionally retail-dependent brand. Admittedly, it can be a daunting project. Often, the key decision makers don’t understand the value the brand holds in the market. In our experience, jumping in head first reaps rewards few […]
Brand Framework 101: What Should Be In Your Brand Guide?
Moment of truth: as a marketer, have you ever been confused about what a brand framework really is and how you would go about creating one for your company? If so, you’re not alone! Even seasoned marketers struggle to know what all should go into a brand framework. And since this it’s not something most […]
How to Write Buyer Personas
Buyer personas, also called customer personas, are the first step in designing an inbound content marketing program, and can significantly help align your sales and marketing teams on whom they are marketing and selling to. While this might seem elementary, we’ve worked with multiple companies to help them build their buyer personas, and for companies […]
Selling a Lifestyle: a How-to Guide
Selling a lifestyle? What about selling products? Yes, a lifestyle brand typically produces great quality products – but it isn’t really the products they are selling. Lifestyle marketing is about selling the lifestyle you could have if you purchase their products. And that’s exactly what helps them to sell more. So how do you go […]
How to Build an Ecommerce Site Around a Lifestyle Brand
It’s a major undertaking to build a lifestyle brand that truly resonates with and inspires your target audience. It’s another thing entirely to build an ecommerce site which reflects your brand, provides a seamless customer experience, drives revenue – and keeps customers coming back for more. We’ve written recently about how to build a lifestyle […]