Category: Business

Great Advertising during the Coronavirus Crisis: Sam’s Club

Posted Margaret LuhLeave a commentPosted in Branding, Business, Corporate Strategy, Digital Marketing, Marketing, Marketing and Corporate Strategy, Marketing Strategy, Marketingfail
Sam's Club Thank you Ad

What kind of advertising should you be running at a time like this?

This kind of advertising. Click to watch the ad.

Sam’s Club just aired the perfect ad for our times. 

This is a GREAT ad. It resonates at a time like this and sends the right message – thanking its workers. Bravo to @samsclub and their agency. Instead of promoting products in their stores, they used their video and television placements to connect with customers and show appreciation to their employees. This is an excellent example of a company that understands its customer and is able to execute strategic brand work at its best.

Brands once put consumers at the heart of it all. Today, many of them

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A Cautionary Tale of How Rebranding Can Impact SEO

Posted Margaret LuhLeave a commentPosted in Business, Corporate Strategy, Digital Marketing, Growth
Sam's Club Thank You Ad

Be careful! Rebranding can have a negative effect on SEO.

Logojoy was forced to lay off 80% of their staff as a result of a failed rebranding.

Here is an example of how a rebranding impacted SEO and revenue – with disastrous consequences. 

Following is a story of how rebranding can impact SEO and revenue with negative consequences.

Logojoy, a leading logo design site with over 5 million customers and $7 million in funding, rebranded to Looka in May of 2019. At the same time, it expanded by adding new services including business cards and websites. As reported by Betakit, the rebranding was disastrous, with significant impact to SEO and revenue. In 5 months, organic SEO lead traffic

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What Marketing Skills Should You Consider When Building Your Team?

Posted Margaret LuhLeave a commentPosted in Business, Corporate Strategy, Growth, Marketing Strategy
Hire an Interim CMO or Build your marketing team

CMOs or interim marketing leaders need a broad range of skills.

Look for these skills when you hire an interim marketing leader or a CMO.

As a CMO or Interim CMO, these are the marketing skills to consider when building your team.

The biggest change in marketing in the past 10 years has been the proliferation of channels and touchpoints, and an ability to read data and drive ROI. Today’s marketer must have the ability to guide their team across a variety of dimensions including creative, brand, digital, data analytics, content strategy, technology infrastructure and more.

When building a team, here are some strategic skill sets you might want to consider. At the leadership level, you should look for a

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Build Your Marketing Plan – Then Bring It To Life With Your Brand Strategy

Posted Margaret LuhPosted in Business, Digital, Marketing, Marketing Strategy
Build your Marketing Plan_Brand Strategy

Build Your Marketing Plan

Build your marketing plan with a great brand strategy - including a clear value proposition, and unique consumer insights.

When you build your marketing plan, don’t forget about brand strategy!

 
Build out your digital channels, but don’t forget the brand strategy. Start with your brand message, and then take that brand message – amplify it, and bring it to life.

1) Your brand strategy is the pillar or your marketing plan. Start with an overarching brand strategy, revenue goals, and vision. Be sure that you have a clear consumer value proposition paired with unique insights about your particular consumer. Bring this all together in a clear, consumer-focused brief. Understand what tactics will really drive consumer

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Are you Marketing without Strategy?

Posted Margaret LuhPosted in Business, Digital, Marketing, Marketing Strategy
Marketing Strategy and Brand Strategy

A marketing plan without a clearly articulated strategy is really just a series of tactics

For consumer connection and engagement, you need a marketing plan integrated with your brand strategy.

When was the last time you saw a memorable digital campaign that spoke directly to you – and that you could connect with on a gut level? Is anyone building truly iconic brands today?

Before the Internet, brands spent most of their budgets on brand marketing. This included building brands, bringing them to life, and developing that breakthrough creative that really represented the brand, and built emotional consumer connections. This kind of marketing helped to create iconic emotional connections to iconic brands – think Coke, Nike, Calvin Klein.

The goal

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