Marketing Spoonful

Creating a new brand identity for yourself is easy. Creating a new brand image? Not so much.
That’s because of an important, yet subtle difference between identity and image:
Identity is WHO you are. Image is HOW you are perceived.
To state it another way, your brand identity is HOW you want to be perceived, while your image [...]

Tags: Branding, Dippin' Dots, food marketing blog, Hormel, Hyundai, identity, image, Kia, Lexus, marketing strategy, Tyson

Brands and brand managers can learn a lot from Tiger Woods.
He’s arguably the strongest, most inspiring brand in sports today, if not history. Time will tell if he is one of the most enduring brands, but there’s certainly no doubt that Eldrick “Tiger” Woods has had as great an impact on his sport as any [...]

Tags: brand management, Branding, food marketing blog, Marketing, marketing lessons, PR, practice, public relations, Tiger Woods

Remember the episode of Seinfeld where Jerry inadvertently agreed to wear a big, puffy, pirate-looking shirt on national television? Kramer consoled him by telling him that he’d be “the first pirate.” To which Jerry replied, “But I don’t wanna be the pirate!”
When it comes to trying new marketing ideas, some of us recoil in much [...]

Tags: Advertising, Branding, Creativity, new marketing

Our friends at Get Your Budget Back found a great little post that reminds us how Kellogg’s stole market share from Post by branding and spending during  downturn. Check it out:
http://www.getyourbudgetback.com/advertising/kelloggs-did-it-you-should-too/
Have a great weekend!

Tags: ad spending, blog, Branding, Food, Marketing

Recently, I had the pleasure of speaking to a group of nearly 100 non-profit professionals who wanted to know how to make their messages more impactful and memorable.
In essence, I told them to package their messages in the form of stories, which are easy to relate and plentiful in the day-to-day of most non-profit groups.
Here’s [...]

Tags: Branding, Marketing, message, speaker, speaking engagement, storytelling

Little Spoon 2 has her fifth grade spelling bee Friday.
She’s been practicing words like crochet, macrame and yacht. Serious business.
So we thought it would be fun to give you a few spelling words of your own. Practice these. And while you’re spelling them, think about being more aware of them each day.
Positioning; the process by which [...]

Tags: blog, Branding, emotional appeal, emotional selling, Food, Marketing, marketing terms, positioning, spelling bee

As you know by now, we’ve been reading a new book, A Little Less Conversation, which focuses on the need to create desire through action, rather than words.
And wouldn’t you know it, we found a good example of what NOT to do in a case study that appeared in the Oct. 27 issue of Brandweek.
Seems [...]

Tags: Branding, Consumer Preference, design, Marketing, Packaging, Strategy

We just started reading Tom Asacker’s latest book, A Little Less Conversation, and boy, is it good.
Plus, it’s inexpensive, it’s thin and it’s by a proven author, so it’s worth the investment of time and money.
One of the great things Tom and other thinkers like him do is challenge us to think differently about the [...]

Tags: a little less conversation, blog, brainstorm, Branding, creative thinking, Creativity, Marketing, Tom Asacker

Tom Asacker’s new book, a little less conversation, is out. Our copy just arrived today, and it’s already sparking some catalytic thinking.

Like, how the preponderance of choices in the modern marketplace heightens consumers’ desire for control and makes it more intense. Another is his new definition of innovation, as it relates to marketing. You’ll have [...]

Tags: a clear eye, a little less conversation, Branding, communicating, consumers, noisy marketplace

Dear Betty Crocker,
We’d like to tell you about how much we love your brownies. We love them so much that not even the absence of an oven will keep us from their moist, chocolatey goodness.
Our love for your brownies inspired us to not only make an heroic effort to cook them on the road, but [...]

Tags: Betty Crocker, Branding, brownies, camp cooking, camping, family fun, favorite snack, Food, homeade stove, passion for brownies, rustic, rustic cabin, stone stove, Travel