Category Archives: Articles

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, [...]

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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.  [...]

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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 [...]

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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 [...]

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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 [...]

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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 [...]

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