Recent posts by Lonny Kocina

Marketing Madness

Marketing Madness

I feel sorry for marketing professionals. I’ve spent a career sitting in marketing meetings that wander aimlessly, bouncing from one idea to the next. Meetings that should be short and productive last for hours on end with no clearly defined outcome. Marketing has a...
Don’t be a brand phony

Don’t be a brand phony

Please stop calling your product a brand when it’s not one. And do yourself a favor. Ditch all the fancy brand language like brand persona, brand archetype and brand promise. You’re not Kleenex, you’re not Tylenol and you’re not Hostess Twinkies. Your product is more...
What is a brand? And how to become a brand.

What is a brand? And how to become a brand.

At its core, a brand is the definition people hold in their minds of your company and its products. That definition is built in two ways: by what people are told, and by what they experience when they use your product. The term brand can also be used as a synonym for...
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