Category: Research

Your brand comes from your customers, not you

By Deb Gabor When people imagine our job as a branding agency, they usually picture a marketing whiz sitting in a closed off boardroom, brainstorming and crafting a perfect brand. That couldn’t be further from the truth. The reality is, branding doesn’t come from your company or from an agency...

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The brand values pyramid: get to the top

by Deb Gabor In Marketing 101, professors taught us that customers make rational purchase decisions. However, as a student of branding and marketing over the past 25 or so years, I’ve learned that reason informs, but emotion persuades. The practice of branding requires digging a lot deeper into your customers’...

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What it means that content is (still) king

With the explosive growth in the interest and need for content in marketing, the old adage has taken on new meaning. No longer is it okay to cut and paste bloodless brochure and web copy for “all your marketing needs,” or ignore content marketing entirely in favor of paid advertising...

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Great marketing reads from the past 10 years

Marketing has changed a lot in the past 10 years, and our (now virtual) marketing bookshelf is groaning with proof. Blogs and LinkedIn posts may have supplanted the throne once occupied by books, at least for guidance on immediate trends, but there are still some essential books published during the...

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Deodorant equals success

Everyone has had a co-worker with less than awesome hygiene habits. Take a second and think about that person. Is there anything about that person that stands out more in your mind than their body odor? In our experience, the answer is usually no. And that’s why we always tell...

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Diamonds are forever

How movie stars and a real-life Peggy Olson put a ring on it   Diamonds are a rare and eternal symbol of romantic love and fidelity. Or are they? The idea of a diamond as a symbol of eternal love was actually created by a diamond company and an advertising...

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Telltale signs you need to break up

Around Valentine’s Day, there’s a lot of talk about love, romance and getting together. My husband and I will celebrate our 20-year anniversary on March 5, and Deb Gabor and I have been in business together for longer than she was married, so I’m cool with love and commitment. However,...

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A blog post about blog posts

So a client asked me to pen a POV about some “rules of thumb for blog posts” in support of their content marketing efforts.  Since I did the hard work of finding all this stuff out for them, I figured I would share it with our Sol blog readers. Length:...

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Don’t become the client from hell.

Over more than two decades involved in some form of client service – first as a corporate marketing staffer and later as the leader of my own brand strategy firm – telling stories of clients from hell has become one of my not-so-secret guilty pleasures.  While I enjoy adult beverage-fueled...

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