Rebranding Gone Wrong

Rebranding Gone Wrong

I have been part of a few rebranding projects with different companies over the years. They have all basically followed this same formula. Hire an agency to conduct market research Ask your target market what they believe and what is important to them Pick whichever belief gets the most votes Create messaging saying that is…

The Figment of Numbers

The Figment of Numbers

Marketers love numbers – especially vanity numbers. So easy to manipulate. So easy to report. “We added 50 new followers on social last week”. “Our database has 200,000 people”. I’ve even seen some companies publicly congratulate themselves on the nth like to their page. There’s just one problem, these numbers aren’t real. I’m not talking…