The Challenges and Opportunities of a B2E (Business-to-Everyone) Era

“B2B or B2C?” Often among the first things agencies ask their prospective partners is this question of initialisms, delineating whether the company aims to reach an industry or a consumer audience. Conventionally, B2B and B2C marketing share little in terms of technique, channel, or sensibility. A categorical difference in audience […]

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Faster Survey Results With Mobile and Video Capture

We Do Have Time for Faster Survey Results There’s a lot of waiting around in consumer research. Days go by waiting on folks to take your survey. It could take a week for focus group transcripts to arrive. You most likely have no time for that. The CEO definitely has […]

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Add Color to Your Marketing Mix with A White Paper

In my last blog post, I talked about the benefits of print advertising as part of an integrated advertising campaign for B2B companies. In this post, I’ll show you the power of papers – white papers, that is – as part of the mix. Fall is not only PSL season; […]

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Walking the Walk: Upcoming Trade Shows

Walking the floors of a trade show can be a quick reference for emerging trends, up-and-comers, repositioning of brands in the market, new product launches and innovation, as well as stagnating or declining markets. Trade show participation has long been part of informing our perspective on the industries we serve—food, […]

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Don’t Bury the Lede—or the Lead

As a student of journalism, “don’t bury the lede” was one of the first lessons learned—the most compelling and important part of a story should be communicated clearly, early. In branding and marketing, the mantra also applies. One could also further extrapolate this thought to leads (you certainly wouldn’t want […]

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Holiday Marketing without the Clichés

Holiday marketing may be more ubiquitous than ever, given the ease of publishing content on social media, and yet doing it well has not gotten easier. Social media and digital marketing have increased expectations that brands will do something for any given holiday: after all, everyone else is. Yet the […]

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Brandcrumbs: Why Brand Naming Fails

(This brand naming post is part of an ongoing series of posts we’re calling Brandcrumbs, which are bits and pieces of branding advice left over from our regular conversations about real-world brand positioning challenges.) Brand naming is one of my favorite things to do at MarketPlace. I love the process […]

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Three Things Food Startups Need to Know about the Food Industry

Although the food industry has historically been dominated by entrenched major brands, startups and venture capital have begun to move aggressively into food and beverage and agriculture, rightly perceiving the industry to be both exciting and profitable. High-profile food startups like KRAVE and Blue Bottle Coffee have found success bringing an entrepreneurial, […]

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On Brand Gestalt: Making a Brand More than Human

I’m a nerd. I grew up with a Nintendo controller in my hands; I’ll stay up until the small hours to catch Vincent Price or Hammer Films horror marathons; and my personal geography is dotted with mountains of unread books—on topics ranging from 17th century Dutch painting to the history […]

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Look Good, Feel Good, Brand Good (Valuing a New Website)

We regularly say that a company’s website, designed and developed correctly, is more than a marketing tool; rather, it’s a brand asset that benefits all marcomm efforts and increases profitability for years to come. Typically, we develop websites as a result of or in tandem with a brand identity project (logo, […]

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From Clean to Clear: Transparency at the Food Leaders Summit

For years now, we’ve been discussing the implications of transparency with our partners and on our blog. So we’re incredibly excited to be partnering with the Food Leaders Summit April 27-29 in Chicago. We’ll be in Booth 130, so we hope you’ll say hello while you’re there. If you’re registering […]

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Sparkles and Hybrids: 2 Beverage and Flavor Trends for 2015

The Rise of the Bubbles When the convenience store a convenient two-block walk from my house opens a refrigerator slot for that old stalwart LaCroix, then we’ll know that flavored sparkling waters have graduated from trend to fixture. Until then, it’s fair to say that we’re in growing trend territory. […]

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