Brand Leap Marketing

12/16/2016

"The Perfect is the enemy of The Good"
This statement is often used in the context of delivering a finished product. You can endlessly tweak, edit, and revise in the pursuit of some perfect ideal, OR you can ship when it's good enough to achieve the initial goals of the project.

But we often forget that this advice is also good when starting a project. You don't need to have everything "Just So" in order to begin. You need a plan, but it doesn't have to have every detail laid out. You need resources, but you don't have to have every singly resource laid out before you begin. Just get going. And fill in the details as you move along.

12/11/2016

An extension to this would be the difference between Order Qualifiers and Order Winners. What factors of your business do you have to maintain just to be in the game? And what elements can you optimize to take a strategic edge over your competitors?

It's easy to be confused about the difference. "Most" as in the best, the fastest, the cheapest. "Enough" as in good enough. And that means just what it sounds like. If you run an ambulance company, you need to be...

05/02/2014

This post by Seth Godin is a few weeks old, but it helps to highlight the value of more than just cashflow when calculating the bottom line. In this case, what is the cost of keeping an existing customer happy versus the loss of that customer's revenue and the cost of reacquiring him or her.
http://sethgodin.typepad.com/seths_blog/2014/04/thinking-lifetime-dont-break-the-chain.html

The traveling salesman, the carnival barker and the old-time businessman can hit and run. Make the sale, cut your costs, move on. Today, though, in the connection economy, two huge factors are at work: 1. Subscription. The lifetime value of...

03/16/2014

As usual, Seth is right on with this post. Putting things out there for free is a powerful way to grab attention. But when you put a price on your product or service, you are creating value for you and your customer.

Without a doubt, free enables an idea to spread, it creates opportunity for sampling, it can open the door to engagement. But when you buy something, you're paying for something that you can never get when it's handed to you....

03/14/2014

This infographic provides some compelling data in the argument for adding video to your marketing strategy. I've always thought that videos are a great tool for improving your business. They provide you with dynamic content that your users will enjoy, and add another layer of media to your online presence.

Blog post at The Future of Ink : by Lou Bortone If you’re still on the fence about using online video as a marketing tool, the statistics in the infographic below shou[..]

02/05/2014

While the trendsetters think that Instagram is the coolest of the primary social media sites, they still prefer to interact with brands on Facebook. Good thing to keep in mind when planning your social strategy.

Despite reports that young people are moving away from Facebook, they’re still using the social network in big numbers—fully 66 percent of people 14-34 say they’re frequent users, according to The Cassandra Report, Fall/Winter 2013 edition.

02/04/2014

As I've said to clients many times, an app is not just something you throw out there. It has to be of value to your customers, and you have to provide support for it over time.

Janette Yauch, Charmin’s brand manager, is meeting this week with marketers for sister Procter & Gamble brand Duracell to brainstorm how to charge up popularity around the battery’s smartphone app.