INSIGHT
THE BRAND GURU BLOG
Why Your Competitive Frame of Reference Is Important!
How many times have you taken a step back to think about what industry your company or product/service is playing in? Where do you compete? Being really clear about what we call your “competitive frame of reference” is critical as it defines your current and...
Should Brands Take a Political or Social Stand?
In the evolving world of marketing, it’s not enough to be a 24/7 brand – always on call and ready to respond to competitive threats, customer opportunities and feedback. Today, it’s equally important to be connected to and be on the right side of societal issues...
Super Saturday spells super-sized, male-dominated mall crowds
BottomLine's Miro Copic talks to the Union~Tribune about the pros and cons of Super Saturday shopping this year. Super Saturday spells super-sized, male-dominated mall crowds By Jennifer Van Grove - San Diego Union Tribune -...
The Marketing Funnel – Why It Matters!
OK, show of hands…who out there is using a marketing funnel to help establish their marketing objectives and to focus their marketing activities? We certainly hope all the hands went up, but we’re consistently amazed at how many marketing professionals don’t truly...
Four Steps to Developing a Winning 2018 Marketing Plan
Welcome back to the office after the long Labor Day weekend! Hopefully you had some time to relax, because now is the time to start your 2018 planning if you want to kick off your marketing efforts in January of next year. Recently, we’ve heard a lot of marketing...
Brand Essence – The Heart and Soul of Your Brand
Through our blogs over the years, the BottomLine Marketing team has tried to reinforce the importance of some basic brand and marketing strategy fundamentals: A highly differentiated and meaningful brand strategy that is based on conversation customer insights...
