Category: Trends

Your email marketing is like a bad date

I will go out on a limb and say that a lot of us have been on nightmare dates in the past. You know, the ones that make you wish you had an eject button on their seat. Maybe you’re one of the lucky few who have avoided the excruciating...

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The death of the screwdriver

Don’t worry; we’re not talking about the beverage. That’s alive and well. The focus group is a classic tool in the market research toolkit, and has been for decades. Relatively easy to organize and conduct, they allow brands to get insight from actual customers on a wide range of important...

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Bra strapping your way to success

We hear a lot about how startups often get on their feet by bootstrapping, which sounds very manly. It can be difficult for women entrepreneurs (or intrapreneurs, for you entrepreneurial types inside companies) to come to terms with an environment where they’re urged to “act like a man” and bring...

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Love by the numbers

$10,327.00. That’s how much I have spent with Zappos.com on shoes, handbags and accessories since 2004.  That’s in 92 discrete orders with an average order size of $112.00. These numbers may seem ludicrous to you.  They don’t seem out of line to me because I love shoes but I hate...

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Content is kale

Remember how a few years ago you’d occasionally encounter a kale Caesar salad or roasted kale dish on a restaurant menu, then all of a sudden it was as though kale was the new black? It became the trendiest vegetable on the plate.  It ventured off the plate and into...

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I Heart Bikinis – a lesson in irrational brand love

As a middle-aged mom who generally reacts negatively to activities and businesses that objectify women, I’m hardly the target audience for the regional sports bar and grill billing itself as the nation’s only Breastaraunt®.  However, as a student of branding and an admirer of gutsy marketing campaigns, I’m a big...

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Ten things we can learn from startups

Sol Marketing works with global brands successful for decades, as well as startups seeking their first rounds of funding. Startups do things differently. They get things done quickly, with few resources. Startups are scrappy and resourceful. Here’s what large companies can learn from them. 1. Go fast. Break out of...

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Abila: a story that inspires possibilities

Spinning off and rebranding a market-leading brand presents opportunities—and challenges. When Sage Nonprofit Solutions, the nonprofit software solutions division of Sage Group, was sold to a private equity firm, the company needed a new brand identity. They also needed to keep their robust business intact while developing a brand platform...

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One-to-one communication puts your customer in the driver’s seat

Marketers know the customer journey is changing rapidly. Prospects are educating themselves, making themselves known only when they are well into the process. People are in charge of their journeys in ways they never were before. Our clients are among those adapting how they tell their stories. For large companies,...

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