New on BMB: Endorsements in Marketing

Endorsements are a powerful but misunderstood tool in marketing. Every brand benefits from endorsements, whether it be a patron who raves about a bakery on Instagram or Nike spending $100 million + to secure a top athlete’s endorsement. But endorsements are not understood by marketers. Few people understand the nature of why endorsements are so powerful, and the legality and ethics around paying someone for their endorsements. So I wrote an extensive guide on endorsements Read more…

How I would change the Tesla Cybertruck

What the Tesla Cybertruck would have to be to have me as a buyer. Electric propulsion is a clear opportunity for trucks. The instantaneous torque from an electric vehicle is ideal for getting a large mass moving; this is something Ford proved with when their all-electric F-150 towed a freight train that weighed over a million pounds. I know there is a great opportunity in fleet vehicles and work trucks to be electric, where they Read more…

orange golf ball

New on BMB: Mundane to Memorable

An easy to use framework to help you evaluate your marketing ideas. Your brand to compete in today’s marketplace where customers are blitzed with thousands of marketing messages a day. That means only putting messages out there that are memorable, if not remarkable or shareable. I created a framework so you can evaluate any of your marketing messages on a five point scale: Irrelevant Mundane Memorable Remarkable Sharable Everything a brand does should be at Read more…

New on BMB: Why are logos so expensive?

Logos can be expensive because they take time and thought to get right, and great logo designers are in demand. I just put up a post on BMB (Brand Marketing Blog) entitled Why does professional logo design cost so much? When it comes to logo design, there are smart ways to spend money and dumb ways. Like any investment in a business, there are smart ways to spend on a logo design and other ways Read more…

Unobstructed Podcast Ep 3 is out

Edward Cervantes and I talk about personal branding on the latest episode of The Unobstructed Podcast. The sweet spot of topics Edward and I aim for is something that is poised to tip business, culture or both. The power of personal branding and the need to maintain a personal brand has never been greater and stands to be even more important as time goes on. A personal brand is a reputation. So personal branding is Read more…

Unobstructed Podcast Ep 2 is out

Edward Cervantes and my podcast about business and culture is on it’s second episode. In this episode, Edward has his mind blown at the scale and growth of the Esports industry. I find it pretty crazy as well, but I knew about some of the numbers around the industry size and prize pools. Bottom line: esports is going to be as big as an industry as any of the franchise leagues for traditional sports are Read more…

New on BMB: 17 Examples of Sub-brands

Sub-brands are a powerful tool in the brand strategist’s utility belt. I recently wrote an article for BMB, Brand Marketing Blog, which talks about 17 exceptional examples of sub-brands. My favourite sub-brand example:Lenovo Legion The interesting thing about sub-brands is their effect. They change the perceptions and expectations of the parent brand. Used effectively, this can be advantageous to enter a new market where you have to talk to a different type of buyer than Read more…

My Favourite Example of Brand Essence

Monstercat is my favorite example of a brand with a well-defined Brand Essence. This week, I wrote an article for BMB with a bunch of examples of brand essence. Brand essence is the reliable feeling fans of a brand come to expect when they use products or see media from that brand. Every valuable brand has a well-defined brand essence; it is the most defensible part of brand equity. So which was my favourite brand Read more…

New on BMB: Mountain Sports Lifestyle Brand Name

In a new post on BMB, I go through the process of brainstorming names and announce the name for our snowboard / ski lifestyle brand. 259 names brainstormed 259 names considered 1 name chosen   Generating a Company Name That Fits The Ski Lifestyle https://brandmarketingblog.com/articles/branding-how-to/naming-a-lifestyle-brand/ You can have a good company with a bad name, but it’s growth will be inhibited. A name is an opportunity to signal what your brand is about; in this Read more…