Firebrand

B2B Companies Need to Think Like Hotels and Restaurants

Thu, 26 Aug 2010 02:42:36 +0000

Sometimes we think that business to business is not comparable to business to consumer sales because organizations are much more rational about their purchases. We think a proposal is weighted on it’s value proposition versus cost and the best combination of the two will win. Business clients are wooed into emotional purchases, and swayed by [...]

Fundamental Mistrust of “Free” Offerings

Tue, 10 Aug 2010 16:57:29 +0000

We live in an economy that’s based in reciprocity: I do something for you and you give me something (typically money.) Everything is a transaction with tangible goods or services for money. Nothing is truly for free. Now, marketers and companies know if they give something away, their business can grow in unpredictable ways. It’s [...]

A product to promote another product

Sat, 07 Aug 2010 19:05:47 +0000

Now that we are in a digital age, there are some products that are so easy to distribute that it may be worthwhile releasing a product just to promote another product in the future. I do not mean the freemium model, or what I call the drug dealer model: the first taste is free but [...]

Hit the execute button

Sat, 31 Jul 2010 18:23:53 +0000

We hear at least once an episode from Jason Calacanis on This Week In Startups podcast: “ideas are easy, execution is hard.” The 99% website and conference’s name was based on the Thomas Edison quote: “Genius is one percent inspiration, ninety-nine percent perspiration.” It is true. An idea is just firing neurons and words if [...]

Democratization of Marketing

Tue, 27 Jul 2010 02:41:28 +0000

Nowadays, small companies are beginning to compete with larger companies. With social media, everyone has a voice. For the last few decades, the brand with the loudest voice won. Now, the voice that is most repeated is the one that wins. In industrial design we talked alot about the democratization of design in the last [...]

Customers dont like to be surprised

Fri, 23 Jul 2010 01:49:49 +0000

I was recently excited that a new restaurant was opening near my house called Wild Wing. What excited me about it (other than the wings of course) was that the logo was similar to the Top Gun logo of the 80s. With the wing tie in, I was sure that it would be decorated with [...]

Love Thy Customer

Thu, 15 Jul 2010 02:06:04 +0000

To build your brand, you have to get to know your customer, put their needs ahead of your own and give more than they require. Sounds like love to me.

Borrowing Brand Association

Sun, 11 Jul 2010 13:00:32 +0000

I came across another company benefiting from the brand associations of another brand. We talked about this in regards to the Hyundai Genesis badge being similar to the Bentley, and Genesis benefiting from all of the luxury associations that come with positioning them selves closely with Bentley from a graphic standpoint. Well this one is [...]

Seth Godin: The front line is the brand

Fri, 09 Jul 2010 14:59:40 +0000

In Seth Godin’s latest book, Linchpin, he describes Krulak’s Law: The closer you get to the front, the more power you have over the brand. Krulak refers to General Charles Krulak, a general who theorized that with the new era of cell phone cameras and online social networks, the field soldiers would have more impact [...]

Recipe for a Viral Video – Lessons from Old Spice

Thu, 08 Jul 2010 00:37:06 +0000

Funny spokesman $100,000 budget for a set Talking tige… … there is no recipe for a viral video! The most powerful medium of this time in marketing is also the most elusive. It’s the viral video. If we knew the recipe, than advertisers would be leveraging them so much that they would loose power and [...]

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