by Lonny Kocina | Aug 12, 2019 | Advice & Tips
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... 
by Lonny Kocina | Jul 17, 2019 | Advice & Tips
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... 
by Lonny Kocina | May 29, 2019 | Advice & Tips
Here’s an obvious mistake marketers make. Avoiding it will give you a 25% advantage over your competition. If marketing was a car with 4 cylinders and your competitor’s cars only used 3, who do you think would win the race? Stupid question, right? Well that’s the... 
by Lonny Kocina | May 7, 2019 | Advice & Tips
Your CEO may be reading the best-selling book I wrote about you right now. It’s called “The CEO’s Guide to Marketing; The book every marketer should read before their boss does.” It tells CEOs that their marketing teams know a lot less about marketing than they let... 
by Lonny Kocina | Mar 5, 2019 | Advice & Tips
In my last letter, I talked about the marketing hubris trap: foolishly assuming everyone wants to hear about your products as much as you love to talk about them. Boorish people get called a jerk behind their backs. Boorish marketers get ignored. In both situations,...
