Create an Authentic Brand Dogfish Head

How to Create an Authentic Brand: A Behind the Scenes Look at Dogfish Head






Building an Authentic Brand Building a brand takes a significant amount of time and effort. Regardless if you are a startup or an existing firm, your brand is critical to achieving your business and marketing goals. If you struggle with the following questions, this post is for you regardless of the industry you’re in: Are


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Corporate Social Responsibility Brand Strategy

Why Use Corporate Social Responsibility in Your Brand Strategy?






Corporate Social Responsibility Concern for the environment has heightened in recent years and more importantly corporate social responsibility has become a given for business leaders and marketers in the current business landscape. Organizations and marketers are forced to find unique opportunities to develop competitive advantages based on environmental activities embedded into a larger corporate social


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Marketing Segmentation and Mercedes-Benz

How to Use Marketing Segmentation: A Mercedes-Benz Success Story






Marketing Segmentation – The Key to Profitability without Losing Prestige Mercedes-Benz and other German luxury car brands are prime examples in the premium segment that provide a method to gain a younger less-affluent consumer using marketing segmentation. All three German brands (Audi, BMW, and Mercedes-Benz) provide a profitable method of gaining a younger audience without losing brand


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Positioning Strategy

How to Create a Millennials Positioning Strategy for a New Energy Drink Brand






If you are a new brand trying to position yourself in the market or you are an established brand trying to change your positioning strategy this post is for you. Let’s start by defining positioning, then how to select a position in the marketplace and give it context using a new energy drink brand as


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marketing strategy 6 factors

6 Forces You Need to Monitor for an Effective Marketing Strategy






The 6 Critical Forces to Monitor When Developing an Effective Marketing strategy Developing a marketing strategy can be a daunting task, especially when you think about the ever-changing business and marketing landscape leaving you feeling powerless. That’s why using a common-sense framework, such as the strategic management model helps organize what seems chaotic. The strategic management model


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Segment Target Market Porsche

How to Segment Your Target Market: A Porsche Success Story






  How to Segment Your Target Market Successfully: A Porsche Case Study Those of us in marketing are faced with the challenge of trying to improve our marketing strategy with tactics that resonate with our target market. Porsche provides a very successful example of how they segment their target market effectively and achieve bottom-line results. Porsche has taken on


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Brand Strategy Integrated Marketing Communications

How IBM Wins with Brand Strategy and Integrated Marketing Communications






As most of you know who read this blog, I am an Integrated Marketing Communications (IMC) advocate. I find that IMC is a key differentiator for organizations and those that do it well, have a higher probability of success versus those that are not. IMC in the modern business environment provides a competitive advantage from a marketing


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How to Start a WordPress Blog in MInutes

How to Start a WordPress Blog in Minutes: A Step-by-Step Guide






Starting Your Blog Top marketers agree that a blog is one of the most important and effective content marketing tactics. A blog forms the core element of most successful content marketing strategies, regardless if you are promoting your business or personal brand. If you are anything like me, you have a voice and are passionate about


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Marketing Books

The Top 52 Essential Books for Marketers






The Top 52 Essential Books for Marketers I have accumulated a resource list of the top marketing books for marketers based on personal experience along with research from academics, marketing professionals, and top online marketing influencers. This collection of marketing books takes you from the books used in the business and marketing curriculum of many


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Consumer Behavior and Web Design

How to Use Consumer Behavior to Improve Your Web Design and Get Results






Consumer Behavior and Web Design Designing a website is a complex task with many variables and probably more questions than answers in the beginning. If you are a business just starting out designing a website or redesigning an existing website, it is important to use a strategic approach. A website is typically the first experience


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