Branding is how a company shares its values, connects with an audience and distinguishes itself from competitors. It’s become extremely important for businesses in marketing contexts to stand out in competitive markets. Every interaction a consumer has with a business gives a representation of branding. It defines a company in the minds of its audience,
In today’s competitive legal landscape, relying solely on referrals and traditional advertising is no longer a viable path to sustainable growth. The way clients find, research, and ultimately choose legal counsel has fundamentally shifted online, making a sophisticated digital presence an absolute necessity. Mastering modern attorney marketing strategies is the key to not just surviving, but actively
Measuring awareness, consideration, conversion, and loyalty reveals how brand marketing drives real business outcomes. Brand marketing is often the silent driver behind successful digital campaigns. People are far more likely to read, watch, click, and ultimately buy from a brand they already know and trust. That’s why doing the harder, slower work of building a
Identity is an increasingly central driver of consumer purchases, even as diversity suffers backlash in some parts of the world. Here’s how brands can get it right. Despite pushback against diversity initiatives, particularly in the United States’ corporate and higher education realms, brands tapping into consumers’ desire for more diverse identity representation can reap substantial commercial
The market for promotional products—swag, knick-knacks, trinkets, and leave-behinds—amounted to an astounding $25 billion in 2022. This number serves as a testament to the immense market for branded tchotchkes to promote goods and services. They can be a powerful selling tool, after all. That is, of course, when done right. Otherwise, they become nothing more
Whether you’re launching a disruptive startup or steering an established corporation, attention naturally gravitates towards tangible metrics: product innovation, sales charts and operational streamlining. These are, of course, the engines of commerce. Yet, working quietly beneath them all is a foundational force, an asset so fundamental that its neglect can subtly unravel even the most
GETTY Let’s not sugarcoat it. Most companies? They’re winging it. They’re throwing digital spaghetti at the wall— running ads, posting content and hoping something sticks. But if we’re being honest, something always feels a little off. The message is muddy. The brand vibe is all over the place. They’re spending money, sure, but the results?
When a local bakery was struggling to bring in foot traffic, it turned to social media marketing—both paid ads and free organic posts. More people engaged online, then visited the bakery and grew into loyal customers, boosting sales. A small retail clothing store knew they were missing out on online sales. After they beefed up
Creating marketing personas can help you figure out your target audience— if those personas are rooted in the real world. Trying to guess whether your “ideal customer” prefers oat or almond milk? Not helpful (unless you’re in the business of selling oat or almond milk!) These seven practical tips can help you cut through the
In today’s data-driven world, digital marketing is no longer a “nice to have”—it’s essential for business growth. But despite the wealth of data available, one of the biggest challenges I see among clients is proving the return on investment (ROI) from their digital efforts. Whether it’s a fast-growing startup or an established enterprise, I’ve seen
