Book Review: The Brand Strategy Toolkit by Carol Phillips and Judy Hopelain

In today’s market, customers are in control of your brand image. Thus, your company needs a clear strategy for presenting its brand and making decisions that affect it. With that in mind, Carol Phillips and Judy Hopelain of Brand Amplitude created The Brand Strategy Toolkit to walk the reader through a step-by-step process beginning with...

Barkley to Present WOMMA Webinar on The Millennial Consumer: Debunking Stereotypes

Brand marketers: Are you familiar with one of your largest consumer groups, the Millennials Generation? Can you describe the six segments this ever-so-interesting group falls into? Do you know how they feel about large corporations and cause marketing. Do you know how to reach them effectively with your messaging? If you answered “no” to any...

Email Address Collection: What Not to Do

The first step to successful email marketing is permission. If a person does not want information from you, then don’t even attempt it. Some people believe that permission is transferable. The assumption is that if someone has any relationship at all with you, then they will be open to receiving emails. If you agree with...

Four Reasons Why Email Is The Marketing Medium of Choice

Ask yourself this question:  If you had endless funds, all the time in the world, and a group of people who were 100% consistent, how would you market to your members?  I call them members because any customer who is a repeat buyer/user should be treated with respect as a member. If you’re like me,...

Forget What You Think You Know About Millennials

Millennials are lazy, right? They’re spoiled and they want everything handed to them. If that’s what you think, you’re going to be way off target when you try to market to this large and increasingly valuable consumer demographic. The Boston Consulting Group today released the latest report based on the research partnership between The Boston...

Know Your Millennials Trends

Barkley continues to share findings from “American Millennials: Deciphering the Enigma Generation,” a report from Barkley based on research conducted as part of a joint partnership between Service Management Group, The Boston Consulting Group and Barkley. Last week, the Association of National Advertisers (ANA) published an Insight Brief based on the research. ANA members can...