Brand Marketing’s Double Bind: To Stand Out, Brands Must also Fit In.

Posted by Owen Matson, Ph.D. on Apr 18, 2017 4:00:46 PM

Brand Marketing’s Double Bind: To Stand Out, Brands Must also Fit In.   

At its core, brand strategy is all about highlighting the differences that define the unique value of an organization, its products, and its services.  Yet branding is not only about being different.  Branding also involves a degree of what we might call sameness:  While striving for difference, brands must conform to norms that make them accessible and familiar to target audiences.

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Topics: B2B Marketing, Brand Writing, Digital Marketing, Brand Identity, Brand Development, Brand Strategy

Why Marketers Confront Widespread Misunderstanding of their Role and Value

Posted by Owen Matson, Ph.D. on Apr 6, 2017 2:44:21 PM

Study Reveals that Marketers are Increasingly Frustrated over Widespread Misunderstanding of their Role and Value in Organizations.  

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Topics: Business Communication, storytelling, Thought Leadership, Brand Writing, The Marketing Profession, Marketing, Digital Marketing

High- and Low- Brand Diction: Little DIfferences, Big Differentiation

Posted by Owen Matson, Ph.D. on Apr 5, 2017 7:05:04 AM

Small is Tall: Marketing in a Nutshell

 

Yeah yeah--small, tall, whatever.  Just give me the caffeine.  

We all know that clever little "disruptor": Some sneaky marketing genius at Starbucks decided that their small coffee would be known as a "tall"--a shift in diction that happens to earn about twice as much for the comparably sized "small" cup of coffee at McDonalds.  

Words matter.  What's the difference between a hotel and a motel?  Sometimes--maybe often--just a letter and about $50 a night.  And there you have it: Marketing in a nutshell. 

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Topics: B2B Content, B2B Brand Writing, Brand Voice, B2B Content Writing, Content Creation, Brand Writing, Brand Style Guide

How to Differentiate Your Brand Voice: Some Essential, if Unusual, Tips.

Posted by Owen Matson, Ph.D. on Apr 4, 2017 7:29:54 PM

How to Differentiate Your Brand Voice: Some Essential Tips

 

 

When it comes to authentic branding, whatever else you do, I highly recommend NOT referring to your brand’s “value proposition” as a “quality solution.”

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Topics: Differentiators, B2B Content, B2B Digital Marketing, Content Writing, B2B Brand Writing, Style, Brand Voice, B2B Content Writing, Tone, Brand Writing, Brand Style Guide

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