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A Simple Process For Creating a Company Name

By Bob Clark On August 4, 2021 · Add Comment
How do you build a name for a new company?  Few tasks in business are fraught with as much undo anxiety and emotion as naming your company. Choosing a name that will live on as the business grows seems of utmost importance – not unlike naming a child.    Company naming success is truly a [...]
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What is a Unique Selling Proposition – USP – and how do you build one for your business?

By Bob Clark On July 3, 2021 · Add Comment
The Unique Selling Proposition (USP), sometimes called the Unique Selling Point, is the single feature or benefit your product, service or brand provides that makes it different and better than others in the market and therefore most appealing to a sizable segment of the buyers. You cannot overstate its importance. A business must communicate something [...]
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Super Bowl LV Advertising – Rating the Ads on Super Bowl Eve

By Bob Clark On February 7, 2021 · Add Comment
I thought it would be fun to give initial opinions of ads that are airing on Super Bowl LV.  As they happen.  I have not seen any of them yet.  My critique will not be informed with lots of background on the companies. Its such a crazy year, with the pandemic and the shortened season.  [...]
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A Marketing Case Study—Home Winemaking—A Product Category in Need of a Marketing Solution

By Bob Clark On January 28, 2021 · Add Comment
Here is a fun challenge for marketers to ponder some evening as you sip your favorite California red wine. There is a product category, home winemaking, which may be unfamiliar to you. This category has a lot of potential to be a bigger part of the wine and beverage world because it plays to some [...]
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How to Use Stories to Build Brands and Communicate Effectively

By Bob Clark On December 10, 2020 · Add Comment
Seen a great movie or play? Read an influential book? Got hooked on insightful story podcast that caught you one morning?  Wonderful stories inspire us to be successful in life and business.  Stories are also a powerful way to persuade audiences to believe in a proposition and act. Marketers should tell powerful stories to be [...]
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Attracting A Younger Consumer Target for the Harley Davidson Brand Using Consumer Insights

By Bob Clark On August 9, 2020 · 2 Comments
Harley Davidson motorcycles is a legendary American brand that has seen its share of tough times lately because of declining sales, lower bike enthusiasm and a rapidly aging out of its core baby boomer demographic.   There is much to sort out within their heavyweight product lines to attract a younger and more urban audience.  But [...]
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Crisis Communication for Brand Marketers in an Era of COVID-19 (the current coronavirus)

By Bob Clark On March 25, 2020 · Add Comment
Marketing has changed in the midst of the current COVID-19 coronavirus outbreak.  While we often focus marketing activities on tactical strategies to build awareness, frequency of purchase, and other brand growth measures, this crisis forces us to dust off the less-often used area of “crisis communication”.   Marketers play an important, vital role during difficult times.  While companies [...]
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Brand Conversion Pyramid

What is Brand Awareness and How Do You Create it for Your Brand?

By Bob Clark On January 18, 2020 · 1 Comment
Summary Building awareness of a brand in the consumer’s mind is the first step in selling a product.  It is a discreet first step along the consumer’s path to purchase.   Marketers and sales professionals often overlook the step while focusing instead on the downstream step of converting potential users into a paying customer.  However, the [...]
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Agency Selection Process – A Better Approach

By Bob Clark On November 9, 2019 · Add Comment
The agency business has changed in recent years.  An article in Marketing Week identifies several trends affecting the traditional agency model.  In summary, there is a move toward manufacturers taking creative in-house (especially video production and digital for everyday content development) and a pulling away from the media commission structure because of a perceived lack of transparency.  Add to that a lack of [...]
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How to Build a Strong Agency Relationship

By Bob Clark On October 16, 2019 · Add Comment
The Philadelphia CMO Summit asked me to take part in a panel discussion. There was an open spot on a 4 person panel discussing  “Building Strong Agency Relationships”. It was the last spot left. I went for it. I have had strong relationships with our agencies over the many brands i have worked on. Clear brand strategies, [...]
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Bob Clark is a veteran marketer with global consumer product companies. He continues to lead marketing teams at large and mid-sized consumer product companies and is interested in sharing insights regarding marketing strategy topics for practicing marketers and company leaders. Bob has also taught at Drexel University MBA program and speaks and writes nationally on marketing topics.
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