Category: Marketing

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

READ MORE -->>

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

READ MORE -->>

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

READ MORE -->>