Category Archives: Branding

Update: Shopping Center Fixes Poor Brand Signage

A New Jersey shopping center has corrected a retail brand signage mistake – and good for them.

Denville Commons shopping center - Denville, NJ. August 10, 2015. Credit: Harvey Chimoff.

Denville Commons shopping center – Denville, NJ. August 10, 2015. Credit: Harvey Chimoff.

In August, I wrote about the pending debut of the Olive Tree Marketplace along a busy state highway traffic corridor in Morris County, NJ.

No doubt in a hurry to build pre-opening awareness, the shopping center and/or store made some poor marketing decisions about signage:  Marketing Blasphemy: Don’t Use Your Logo? Continue reading

Turn Customer Listening into Learning and Go-To-Market Action

Good things can happen when you listen to customers.

Consider Hostess Brands,  which “has nurtured retail sales of its products nearly back to their pre-liquidation level of more than $1.3 billion in 2012” as reported by Julie Jargon in The Wall Street Journal.

Credit: Captain Cupcake1 Flickr

Credit: Captain Cupcake1 Flickr

This summer, the company expanded the Hostess brand product range with white and wheat bread along with hamburger and hot dog buns.

Why is Hostess getting into bread?  They listened carefully to customers and realized there was a business opportunity. Continue reading

Personal Branding Helps NFL Player Move Forward

You’ve heard the saying: When one door closes, another one opens.

There’s more to it, of course.  For instance, if you blew-up the door on the way out, your task will be much harder.

When it comes to life- and career-management, there’s really only one thing we can control — and that’s our own actions.  Who knows what curve-ball is coming next, but how we respond is on us.  What we do in those times of challenge reflects how we’re perceived, helps define who we are, and impacts our future prospects.

Steve Weatherford New York Giants Farewell. Credit: screen-grab from YouTube video.

Steve Weatherford New York Giants Farewell. Credit: screen-grab from YouTube video.

Take the case of NFL punter Steve Weatherford, formerly of the New York Giants.

Continue reading

19th Hole Marketing: Positioning Requires a Decision

I just couldn’t get 100% comfortable with the gunshot-type-sound every time my partner hit the ball during a round of golf this summer.

If you’ve played golf or listened closely on TV, you understand the thwack of the driver or the whoosh of a good iron hit.  And, if you’ve been to a gun range, you know the sound of a firearm.  But you wouldn’t expect a gun sound on a golf course.

That’s what you get with the EZeeGolf Power Driver, which automatically drives a ball down the fairway.

There’s also a worthy strategic marketing discussion to be had.

Continue reading

Marketing Blasphemy: Don’t Use Your Logo?

Google famously broke the rules about brand logo use.

Logo Branding MarketingWhile their maverick approach has paid off, general best practice guidelines are still relevant.  Consistent logo use across marketing communications is one.

Another best practice is making sure you have contextual appreciation and a corresponding usage plan.  Unfortunately, when that fails, the outcome is lousy communication.

For example, take the billboard that’s impossible to absorb at 65 miles per hour. The creative probably looked great on the computer, where the approver had time to take it all in at close range.  But not on the interstate highway.

Another example is retail signage.  Whether designed to be read from a fast-moving vehicle or just at a distance in the parking lot, the same principle applies: the communication must register quickly.

Of course, maybe the logo itself needs some design improvements.

Graphic credit: Olive Tree Marketplace website.

Graphic credit: Olive Tree Marketplace website.

Which leads me to the Olive Tree Marketplace, soon to open its second store in Denville, NJ.

The self-described “perfect hybrid of gourmet meets grocer” seems to offer an exciting food shopper experience:

“Our name was derived from all the healthy and natural ingredients we sell in our market and the inspired gourmet food we prepare with Italian, French, Middle Eastern, and Mediterranean influences.  Our complete line of natural, organic and gluten-free products along with our extensive deli, baked goods, gourmet prepared food, fresh seafood departments and chef-made gourmet catering is combined with everything you’d find in your conventional market.”

Great.  I know what to expect and will visit.  But what about the thousands of cars passing by on the 50 mph state highway every day?  Will they be able to take note of the name and follow-up like me?

Not likely.  Here’s the temporary sign on the main shopping center stanchion. You can’t read the logo driving by — nor via full-zoom on my smartphone camera.

Denville Commons shopping center - Denville, NJ. August 10, 2015. Credit: Harvey Chimoff.

Denville Commons shopping center – Denville, NJ. August 10, 2015. Credit: Harvey Chimoff.

Continue reading

Marketing is Fun, Differentiation is Hard. Part 2.

This is part two of a three-part series on marketing differentiation.

Part 1 highlighted New York City wine retailer Taste Wine Company (User Experience Innovation Creates New Kind of Wine Store).  The innovative idea propelling this new venture:  shoppers can taste every bottle before buying!

Today, in Part 2, we take a look at global hotel brand Mama Shelter, and how its founders are putting a different spin on the US boutique hotel business.

Credit: Mama Shelter.

Credit: Mama Shelter.



Redefining Boutique Hotel Experience for an American Audience

The Mama Shelter hotel brand is an example of both marketing differentiation and a global-brand applied geographically. Continue reading

Marketing is Fun, Differentiation is Hard. A 3-Part Series.

Marketing is fun – and hard work.

It’s the latter part that’s not always so obvious.

I remember a former colleague who sought a cross-functional transfer from technical product management into global marketing.  I asked why.  Her response:  marketing is more fun.

Yes, marketing can be fun, but like the rest of business, it’s also a serious challenge.  Non-marketing observers may not realize all the hard work and preparation required to achieve success.

Which leads to the focus of this post – marketing differentiation.  It’s hard to do.

To stimulate your thinking, I have three new examples to share.  Note how the idea of “customer experience” is central to each marketing story.

And, I’m experimenting with something different myself to provide a better reader experience:  short, one-example posts on three consecutive days.

Part 1:

User Experience Innovation Creates New Kind of Wine Store Continue reading