What does Brand Safety mean?

What does Brand Safety mean?

If you pay to advertise your brand, then you are trying to make it easier for your brand to sell products in the future. What if your display ads ended up doing the opposite? What if it became harder to sell after you paid money to advertise? That would be tragic, but...
What are Table Stakes in Business?

What are Table Stakes in Business?

Table stakes are the minimum offering it takes to be considered a player in the market. Have you ever heard your colleague or a business pundit, like Jason Calacanis, use the term “table stakes” and wondered what they meant? I researched it, and have the...
What is a Veblen Good?

What is a Veblen Good?

Diamonds and Ferrari’s. Goods and brands that cannot seem to charge enough to lower demand. I was taught the law of demand when I went took economics at Carleton University. If something can be made cheaper, then people will buy more of it. If the price is...
Endorsements in Marketing

Endorsements in Marketing

Defining Endorsement Marketing and a guide to when / how to use endorsements to build your brand. Endorsements are a large part of marketing. Purportedly 28% of Nike’s enormous marketing budget goes to athletes to secure their endorsements. We see famous faces...
Brand Promise

Brand Promise

Why and how to write a brand promise, with 12 examples. For an entire decade as a designer and brand marketer, I always wondered why a symbol like the Nike Swoosh or the Starbucks mermaid logo could be so much more valuable than the graphic itself. How can the simple...