Ecommerce: How to preserve your brand globally [Video]
This MarketingSherpa Blog post features a video on global ecommerce with insights from Rob Garf, Vice President of Industry Strategy and Insights, Demandware. Highlights of Rob’s advice include...
View ArticleDigital Marketing: What is a 21st century brand?
What makes a brand in the 21st century? In this post based on research and personal beliefs that can change the way you think about branding in the digital communication age, we attempt to answer that...
View ArticleHarley-Davidson Overcomes the Baby Boomer Cliff by Creating a New Customer Base
There is a major generational shift coming. Learn how Harley-Davidson, an established American icon, overcame perceptions to create a new customer base that will ensure its market share in the future.
View ArticleWhy You Shouldn’t Target Your Marketing: Target marketing fails
Targeted marketing, or the practice of aiming marketing collateral at specific prospects or customers, has become so prolific that it is one of the largest tools in the modern marketer’s toolkit....
View ArticleSeven Surprisingly Successful Brands on Instagram
Why do some brands become wildly successful on the social media platform Instagram? If we can study these brands and their creative use of the platform, maybe we can model them for our own brands. Read...
View ArticleShrimpin’ Ain’t Easy: What we can learn from Minor League baseball branding
Follow the Jacksonville Minor League baseball team through a branding change, and see how they navigated the choppy waters of fan reactions.
View ArticleMarketing 101: What is big rock content?
If your company is just spitting out content to meet your deadlines, your customers will notice. I don't need to tell you that's not a good thing. If you find that you are running out of topics to...
View ArticleCopywriting: Listen to customers so you can speak their language
Words are subtle indicators to tell a potential customer “we understand you specifically” and “this offer is meant for people like you.” To truly speak our customers’ language, we must listen to them...
View ArticleScrew the Competition: How to avoid dreaded commodification
If your focus is on the competition, it’s in the wrong place. Your focus should be on the customer. That’s the way you create differentiated value. Here are three examples of focusing on the customers,...
View ArticleAsk MarketingSherpa: How to get high-paying customers and clients
How can one fast-food restaurant charge three times more than another fast food restaurant? The answer is – Exclusivity. Read more …
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