Tag Archives: Bill Fellows

3D Printing and Marketing

I’ve been researching 3D printing for a client and have started thinking about how this technology will impact branding and marketing.  3D printing is the ability to create actual products and parts using machines in our homes and businesses.  The machines have a head that lays down successive layers of material (usually a polymer) to […]

Nothing Draws a Crowd Like a Crowd

We were visiting friends at their beach house in Delaware last weekend and on Saturday night we went to the games and amusement area at Rehoboth Beach.  While watching our son and our friends’ children playing various games, I saw the “nothing draws a crowd like a crowd” phenomenon in action. If a game was […]

Learning More About Customers

An interesting article popped up in my brands/branding Google Alerts this week.  Published in Online Media Daily, the article is about how Condé Nast, the large media group, is mining its customer data to create 10 audience segments (or what it calls “catalysts”) to appeal to marketers trying to reach segments with like interests. The […]

The Marketing ROI Disconnect

The biggest cause of the short tenure of Chief Marketing Officers (CMOs) is their failure to measure the return on investment (ROI) of marketing expenditures.  If we have heard that once, we’ve heard it a thousand times.  And like most mantras that get repeated over and over, you begin to believe it without really thinking […]

Super Bowl Arguments

Yes, sports fans it’s Super Bowl time again!  The time of year when fierce arguments break out.  Not about which team will win, but whether advertising during the Super Bowl is worth the $4 million (give or take a few hundred grand) for the airtime, plus the production expenses.  As with most things in life […]

What Makes Your Company Special?

I attended Catholic school through the 8th grade.  One thing you learned in Catholic school was conformity.  The girls wore uniforms and, while the boys didn’t wear uniforms at our school, I know from my interaction with Catholic schools over the years that most require boys to wear uniforms.  We were taught to recite the […]

Marketer, Meet Your Market

Too many marketers don’t know enough about their market.  This is especially true in B2B marketing, where the marketing department often relies on the sales force to provide all the input about the market based on current customers’ needs and wants.  There are two problems with this approach: The marketer is not getting information about […]

Branding with PR

As I work on public relations (PR) projects for clients, I am constantly reminded how difficult it is to brand effectively using PR.  This is because you have to make your story newsworthy; you need to sell a reporter and editor on the importance of your story; and you have little control over the final […]

The Value of a Value-D Score

I happened upon a fascinating study by Millward Brown on the top global brands based on their Value-D scores (Value D: Balancing Desire and Price for Brand Success).  The problem with many studies of leading brands is that the are one-dimensional:  They look at the most desirable brands in a category but they do not […]

Branding with Promotional Products

Promotional products are the Rodney Dangerfield of branding.  You know, “They get no respect!”.  Often thought of as the inexpensive tchotchkes given away at events or trade show booths, they have gotten a bad rep.  But when given some thought, they can be valuable in reinforcing your branding efforts. So how do you use promotional […]

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