7 WAYS TO IMPROVE YOUR BRAND IN 2020: #1 – Target Audience

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Your products and services are not for everyone. If you approach your marketing strategy with the intention of reaching ‘everyone’, then you will actually connect with ‘no one’.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Expect an ROI When You Invest in Your Brand

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I had the great pleasure of being in the Superdome for the Saints game yesterday for their game against San Francisco for the top of the NFC. I was surprised to see that the Fan Impact Play was sponsored by Waitr, a food delivery service that went public at the end of 2018 and less than a year later is about to have its stock delisted for trading below $1 per share (they’ve lost almost $900M in value). So, for investors, football isn’t the only thing providing high blood pressure in the Superdome. I can’t imagine how upset their shareholders must be to sit in that dome and watch that logo go up on the big screen as their stock goes down.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

3 Steps to Build Your Big Bold Brand

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A brand isn’t a logo.  A brand isn’t a company.  A brand isn’t a product.  A brand isn’t a tag line.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

3 Do It Yourself Tips to Build Your Brand

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When you think about big, bold brands, Nike’s “Just Do It” and Apple’s “Think Different” might be the first thing to come to mind. Those tag lines/campaign slogans are big and bold – but they aren’t brands.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

When Going Negative Goes Wrong

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Anheuser-Busch launched an ad campaign during the 2019 Super Bowl with a primary message: Bud Light does not contain corn syrup.  The ads featured the Bud Light King and the Bud Knight on a quest to return a barrel of corn syrup to its proper owner.  They first visit the Miller Lite castle followed by the Coors Light castle looking for where the corn syrup belongs.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

University asks Louisiana high school to stop using logo

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Recently, news broke that Rutgers University asked Ruston High School to stop using their trademarked logo. According to Rutgers spokeswoman Dory Devlin, “The university addresses trademark infringement issues to avoid confusion among brands and to ensure its logos are used for their intended purpose.”

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Don’t Play Chicken With Your Brand

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A few weeks ago, Popeye’s launched a new menu item – the chicken sandwich – going head to head with Chick-fil-A.  The skirmish began with a series of tweets and escalated into a Twitter battle royale with every fast food chain jumping into the fray and doing their best to grab some of the media headlines.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

4 Tips to Help Your Bold Brave Brand Stand Out From the Pack

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Human nature is to blend in. Wanting to stand out can be really scary and dangerous. This goes all the way back to the law of the jungle. Why do antelopes and zebras travel in a pack? To blend in. To their predators, the pack down in the plains, looks like one large animal that is too big to consider attacking. There is real safety in numbers.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

How to Choose the Right Branding Agency For You

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I was at the 10th annual Ad Age Small Agency Conference last week with hundreds of other agencies from around the country. I had the pleasure of attending the first ever conference 10 years ago, and it was interesting to see how many things have changed (most notably being social media) and what has stayed the same (large agency vs small agency challenges).

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

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