Should you be branding, marketing or advertising?

June 6, 2017 | Lynn Manternach, Ph.D.

The differences between branding, marketing and advertising can be confusing. The terms are increasingly used interchangeably, which only adds to the confusion. All three are important, but for different reasons. So what is the difference between branding, marketing and advertising?

It’s a matter of trust

April 18, 2017 | Lynn Manternach, Ph.D.

When a consumer buys a brand, it’s an act of trust. When you consistently deliver on your brand promise, you complete the circle of trust. It’s really that simple. If you don’t deliver on your promise, your customer won’t feel confident with your brand, and they won’t be a customer much longer.

How to carve out a solid position in the marketplace

April 10, 2017 | MindFire Team

Standing out in a crowded market can be quite a challenge. This is especially true in a parity market where everyone seems to offer and claim the same things. However, if you can identify and develop a strong brand identity, you’ll soon be on your way. You just have to keep in mind certain branding essentials…

360° media: opening up possibility

March 20, 2017 | MindFire Team

As a marketer, there are a lot of ways to take advantage of this new technology. It helps to be inspired by what others are doing. Here are just a few.

What’s the most relevant brand in your life?

December 5, 2016 | Lynn Manternach, Ph.D.

Are there any brands you just can’t live without? Brands that make your world a better place because they seem to understand what you want and consistently deliver the experiences you crave?

Minimize the risk of rebranding

October 3, 2016 | Lynn Manternach, Ph.D.

Rebranding. Does that word make you a little anxious? If you’re thinking about evolving your company or organization’s brand you’re probably facing a variety of emotions, both positive and negative.