How important is the very premise upon which your business was founded? The underlying foundation upon which you became successful in the first place? There was a time when this question, rhetorical by its very nature, needed no response. At the Right Brain Studio, we put a...
Here’s a great lesson in personal branding. In what NOT to do. Bryson DeChambeuau is now, arguably, the most talked about player on the PGA Tour. Golf fans gasped when they saw him on TV when play resumed after the Covid hiatus ended. He’s gained 20...
Covid 19 was likely final nail in the coffin for in-person qualitative research. Tech companies never really warmed to the practice and now others are finding that digital work offers “acceptable results,” faster, at a significantly reduced investment level. Has life as we know it changed...
Great marketing efforts are usually fueled by a simple premise. Something that can be grasped in the blink of an eye, yet still able to evoke a shock of personal recognition and a deep affinity for the product or service being advertised. Maybe something like this:...
I walk past Banana Republic and Lucky Jeans on Ventura Boulevard in my wonderful hometown of Studio City, California nearly every day. A year ago, I could have included The Gap in this retail mix, but that store has closed, a victim of the chain’s...
The picture-perfect world of Peloton, where happy, fit, beautiful couples and their adorable young children live in spacious designer homes graced with lush views of nature, was seriously disturbed this week as the internet blew up with negative reactions to the company’s holiday ad. The plot...
Is the pendulum starting to swing back towards common sense? Are businesses starting to realize that more they need more than data to thrive? A good sign emerged last week with Jonnie Cahill’s speech at the Brandweek conference in Palm Springs last week. Cahill, the CMO...
Part 3 of 3 If you missed it: Part 1 focused on the importance of understanding yourself and your purpose. Part 2 focused on the need to define and communicate your brand personality. If only we could see ourselves, for better or worse, as we are. The...
Part 2 of 3 If you missed it: Part 1 focused on the importance of understanding yourself and your purpose. Having been a student of marketing my entire adult life, I’ve seen the sweeping, seismic changes wrought by technology. The changes in media usage, how we connect...
Know Yourself, Know Your Brand Part 1 of 3 As someone who teaches branding to graduate students, I am often asked to review resumes and cover letters. It can be shocking. Bright, inquisitive, hard-working students who excel in my class write paragraphs of generic nonsense. They apply for...