Branding

When people mention South Florida, they usually think of palm trees and beaches. But I grew up on the other side of South Florida, near the Everglade swamps. To get to our place, you had to endure a bumpy ride down a long dirt road and t...

Mailchimp’s branding, encapsulated by Freddie the winking monkey, is iconic. So why mess with a good thing? Because even great branding has to change with the times. The company has grown from a newsletter distribution platform to a glo...

At a time when e-commerce adoption is accelerating, it’s more important than ever to differentiate your brand from the competition. However, e-commerce has become synonymous with performance marketing, as businesses focus on consideratio...

Attention is like oxygen for brands. Those that capture it get a chance at life, while those that can’t wither and die. In the age of mass media, companies only needed to compete with one another to win attention. Ad space on TV, radio, ...

There are few philosophical stances that will influence everything about your marketing thereafter. Deciding to prioritize brand versus performance is one of those things. I call this the Law of Brand vs Performance Marketing. It states:...