Category Archives: Articles
Green Marketing for the Masses
Last week I participated in one of the most informative and worthwhile business conferences I have attended in many years; The Good and Green Conference in Chicago. What made this event unique was: 1) the consistently excellent quality of the speakers and content; and 2) the high caliber of attendees from major product and service [...]
Capitalizing on Trends in Convergence Marketing
Published in the November 2008 issue of Nutrition Industry Executive Well, it appears as if this marvel called the Internet is here to stay. And so far it has proven itself to be a viable, adaptable and valuable component of most successful marketing campaigns. Aside from being a unique selling resource, it also serves as [...]
Capitalizing on Opportunities in the LOHAS Marketplace
If the acronym LOHAS does not mean anything to you, it should. Because whether you are aware of it or not, this unique and rapidly expanding group of consumers is already having an impact on your business and most likely the sales of your products and services. LOHAS stands for Lifestyles of Health & Sustainability, [...]
Perspectives on Branding (Part 4 of 4): Communications Strategy and Message Integration
Communications Strategy and Message Integration In my last article, I talked about the importance of cultivating the brand/customer relationship, moving the prospect through the stages of building brand equity. Those stages being awareness, acceptance, trial, preference and loyalty. Ultimately, marketing and branding are effective to the degree that they move the customer along that continuum. [...]
Branding Perspectives (Part 3 of 4): Cultivating the Brand-Customer Relationship
Cultivating the Brand-Customer Relationship In my last article, I discussed the importance of creating a relevant and compelling value proposition which communicates to your sales prospects the core reason why they should purchase your product or service. It has both functional and emotional components. Once you have a strong value proposition, you can begin to [...]
Branding Perspectives (Part 2 of 4): Creating a Value Proposition for Your Customer
Creating a Value Proposition for Your Customer In my last article, I reviewed the importance of building a proprietary brand identity to support product differentiation in the marketplace. Once that identity is established, the critical process of translating that identity into meaningful consumer language begins. In other words, it’s not enough to have a good [...]
Perspectives on Branding (Part 1 of 4): Power Branding
Power Branding Welcome to my world. This is the first of a four part series examining a discipline I like to call Power Branding. Branding of course is the ongoing process of creating a unique and compelling brand image in the minds of current and potential customers. Power Branding involves taking it to a new [...]
How Bad Advertising Happens to Good Companies
From Nutrition Industry Executive, February 2006 Issue By Jeff Hilton, Integrated Marketing Group, 2006 Whenever I have a few moments to spare, usually on an airplane, I look through industry trade and consumer magazines. Yes I read the articles, but often I just look at the ads. I consider myself to be a student of [...]
