ethanbeute

Marketing | Environment | Culture

Category: Marketing and Branding (page 2 of 13)

marketing, branding, advertising, promotion, positioning, strategy, business

A Reason Beyond Revenue: Considering Company Purpose

A customer talking about your company to a friend.

A new hire announcing his or her new job with your company to family and friends on Facebook. And prior to that, he or she is a recruit considering your offer and discussing it with a spouse, mentor, family member, or friend.

A supplier justifying an extension of your company’s contract with his or her team members.

Members of a neighborhood association weighing in on your company’s planned expansion.

 

What are they saying? What story are they telling?

How do they describe your company? Above all, how do they feel about you?

If you don’t have confidence in your answers, read on.

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Content Marketing Example: The Patagonia Catalog

“We have three general guidelines for all promotional efforts by Patagonia, both within and beyond the pages of the catalog:

  1. Our charter is to inspire and educate rather than promote.
  2. We would rather earn credibility than buy it. The best resources for us are the word-of-mouth recommendation from a friend or favorable comments in the press.
  3. We advertise only as a last resort.”

Written by Patagonia’s founder Yvon Chouinard and quoted from page 155 of Let My People Go Surfing: The Education of a Reluctant Businessman, these words set up a strong content marketing approach.

Part book review and part illustration of content marketing, this post breaks down the why and what of a beautiful, 68-page print catalog recently delivered to our home by the United States Postal Service.
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1-3-9-12: My Authority Rainmaker Conference Review

Bastardizing Dan Pink’s elegant 1-3-5 opening keynote structure at Authority Rainmaker 2015 … my 1-3-9-12 review of the online marketing conference.

Pink: 1 insight, 3 principles, 5 takeaways

Me: 1 recommendation, 3 reasons, 9 themes, 12 quotes
(yes, I’m willing to break the triad)

 

Subtitled “Integrated Content, Search, and Social Media Marketing (Plus Invaluable Networking),” Authority Rainmaker is Copyblogger‘s (now annual!?) online marketing conference.

I enjoyed the privilege of attending thanks to BombBomb | Relationships Through Video.

To organize my own thoughts (initially captured in 20+ pages of handwritten notes) and to provide a necessarily pale representation of a truly wonderful event (like trying to capture a spectacular sunrise on a spectacular landscape with a photo), my 1-3-9-12 review …

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What I Learned Making & Delivering an Ignite Talk

An Ignite talk … 1 topic in 20 slides in just 5 minutes. Every slide automatically advances every 15 seconds.

Unique format. Smart challenge. Great night!

I had the privilege of making and delivering an Ignite talk at UCCS with the El Pomar Institute for Innovation and Commercialization.

Fresh off the process and the night, I wanted to share a few things I learned along the way …

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Craft Beer vs Macro Beer: On Budweiser’s Super Bowl Ad

“Proudly a macro beer.” Who would say such a thing? Why? And how?

For the answers, here’s a quick look at the 2015 Budweiser Super Bowl commercial.

Budweiser’s Super Bowl Ad

Here’s the entire message:
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Culture Wins: Godin Meets Drucker

“Culture eats strategy for breakfast.” – Peter Drucker

Easily captivated by pithy quotes, I keep a running list (despite questionable attribution). If in print, I’ll keep it as a clipping.

Just a day after picking up the Drucker quote above, I picked up The Icarus Deception by Seth Godin at my neighborhood library.

Here’s a little intersection.

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