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Living Goods is a global health strategy wrapped in a retail distribution business wrapped in a nonprofit company. In Uganda -- and since last year in Kenya -- more than 1,000 Living Goods “community health promoters” in bright blue T-shirts make their rounds through urban communities and rural neighborhoods, peddling an [...]
I try not to be a party pooper, but family gatherings of any kind are my opportunity to get information. My family lives far apart from each other. Most still live in Liberia, a few in England, and the few of us who live in the United States live in different parts [...]
A brand positioning statement is a concise version of your mission or vision statement. Sound intimidating? Well, they shouldn't be. They are actually pretty simple to construct. These read, "I am a [noun, such as coach] who helps [audience, for example women] [result, i.e get healthy] so they can [benefit, [...]
If you see strange things in logos, your eyes don’t deceive you. Companies play tricks on us all the time. Can you point out FedEx’s award-hogging hidden arrow? How about Hershey’s sweet sideways “kiss”? Ever notice Gillette’s razor-sharp covert blade? The use of subliminal imagery is old hat for big brands. When it comes [...]
The first week of January, we made a New Year’s resolution to write a marketing plan for the year, and we’re going to stick with it. This set of articles will help you follow a deliberate series of inputs that will complete your plan for the year, and help to [...]
The diminishing barriers to enter the marketplace and increasing avenues for reaching and serving new potential customers means that there is more potential for a startup than ever before. However, an abundance of opportunity means an abundance of competition. In an already crowded marketplace, setting your startup apart will be [...]
In recent years, it has become more and more common for startups and corporations to adopt the lean principles to running their business: start small, experiment constantly, and learn from the market. However, there’s one area of business where everyone still seems to do things the old way: branding. But, [...]
Q: What are the fundamental aspects a brand needs to communicate to the target market -- especially a newly launched product or brand? -- Elsworth Nene A: The key to any successful brand experience lies in one word in the question being posed today, and word is “fundamental.” Too often I [...]
In the words of Robert Kiyosaki, “If you are not a brand, you are a commodity.” So why is it that so few small-business owners invest in building their brands? Sure, you’ve got other demands on your time. Brand building may seem relatively unimportant when you’re still struggling to get [...]
The Year of the Story: That is the label that has been given to 2014 and, with content marketing becoming one of the top marketing strategies among businesses, this came as no surprise. The Kickstarter campaign that started out asking for $10 to make potato salad yet ended up making over [...]
How can I become a great brand? How can I make this brand sustainable? What will bring value to my brand? Just what is my story, and how do I tell it? And, my favorite question and the most important by far: What the hell is branding? Branding is more than a logo. [...]
This column is part of a series formed from a partnership between Entrepreneur and NFL Players Inc. Click here to see the other columns. Your company provides a service or product, delivers a solution and/or improves some aspect of your customer’s life, but at the end of the day you are dealing [...]
