By Patrick Nycz It is one big, crowded, crazy-competitive world out there. How does a brand stand a chance? The Positioning Challenge The goal of brand positioning is to determine…
By Patrick Nycz A few years ago I read an article in the Chicago Tribune about parenting and swearing. The columnist had heard his preteen son and a friend swearing…
3 Reasons Why Truth and Specifics Increase Conversion to Sales by Brant Baumann Marketing and advertising has been such a part of American culture for so long, it has given…
By Patrick Nycz When I talk about the role of marketing in your business, one of my go-to, big-picture metaphors is all about a three-legged stool. It usually goes like this:…
By Patrick Nycz Banks, financial planners, lawyers, accountants, independent insurance companies, and yes, marketing firms are among the professional services firms that rely heavily on brand recognition and referrals to grow their…
By Patrick Nycz I bet you know someone who only drinks Starbucks coffee if they can help it. I do. They seem to have a white Starbucks coffee cup in their hand…
By Patrick Nycz The world is full of business people making choices this week. They choose, among many things, whom to work with and what service or product to buy.…
By Patrick Nycz Working on a brand packaging project with idc client Susan R. recently, I was very happy to hear her say these words: “Hitting the perceived value is going…
By Patrick Nycz People who blog about their interests are creating art. People who blog for brands are doing so to grow their market share. Grow the brand, grow the business.…
3 Red Flags That Say You’re Disconnected From Your Audience by Brant Baumann When you’ve been a dad for 17 years, you find that you actually know stuff. And, eventually,…
idc: brand affinity marketing 