BAD LOGOS ARE NO-GOES!
Most marketing people put a lot of emphasis on logos. To hear them talk, it’s the logo that sells the product. They like to show you logos they’ve designed that have gone on to “build” amazing brands. But they’re not going to show you their client’s brands if the logo...read more
IT LOOKS LIKE A PIZZA OUT THERE!
Creating a logo for a CPG brand requires overcoming some specific and unique challenges of the retail marketplace. It’s not like creating a logo for your business card, company stationery, or email signature. Unlike those uses, in the CPG marketplace there is a ton of...read more
I GET IT!
When you ask your friend who just made a new purchase, “Why did you buy that?” their answer is generally the result of effective marketing communication. They may respond with features and benefits, pricing and value, or reputation and accolades. These are all part of...read more
“I LIKE HOW THEY HANDLED THAT!”
Your product has been found to be defective! You’re facing a market-wide recall! Your buyers are considering whether to continue to do business with you or not. All those years of brand building are suddenly working against you. Your brand is finally a household word....read more
IT’S A TWO-WAY STREET!
With our experience in sales and building a first-class business, our clients often ask us, “What are the characteristics you look for in a quality salesperson?” Our answer surprises them because it’s not just the characteristics of the salesperson - it’s the...read more
THAT BRAND IS “MY” BRAND!
You can’t go to a supermarket, hardware store, movie, or even buy an airplane ticket without being exposed to some kind of a brand loyalty program. Whether it’s supersaver, club membership, or travel miles, they all think they can keep you loyal with credits and...read more
I WANT IT!
Since before the time of Aristotle, humans have been trying to convince other humans to take action. But it was Aristotle who really defined the three major ways those arguments could be characterized. Were they arguments of “Ethos,” appealing to the advocate’s...read more
I GOT THE MESSAGE!
Especially with CPG brands on a crowded retail shelf or on a e-retailer’s page, your message had better be conveyed as short, powerful, and meaningful as possible. You only have a split second to catch your customer’s attention and relay your brand’s value. You don’t...read more