Marketing Strategy Archives

How to Build a Marketing Fire

If you think of building a fire, what comes to mind? Likely, the first things you consider are the...

Why is discipline important when it comes to marketing?

Marketing is a critical function for any business. It is the process of creating, communicating,...

5 Business Lessons from Kitesurfing

Comparisons between running a business and playing a sport aren’t new. There are lots of different...

Planning a Marketing Strategy During COVID-19

Planning a successful marketing strategy can be challenging even in normal times, let alone a...

Center and serve your target; ignore the rest

Great art is either loved or hated. The one reaction artists cannot abide is indifference. Great marketing, while certainly not as pure of heart as anything hanging in the Louvre or performed by the American Ballet Theater, is no different. Great campaigns will have passionate advocates and vociferous detractors. The goal is not to be […]

Extend the usefulness of your marketing strategy

Any good relationship with a marketing firm should start with the agency taking a deep dive into your business. That’s how an agency gets a sense of who you are, why you exist, and how you operate, which is an essential foundation for their strategic thinking. If you hadn’t previously seen the value in this […]

How to Survive Trade Show Season, Part One

It’s the beginning of a new year. Time to set a fresh round of quarterly goals, fine-tune your branding, and finally put that new internal strategy into place. Oh, and it’s also trade show season. And with that comes the trade show hangover. Remember the last time you attended CES in Las Vegas, or that […]

Make Your Busiest Season High-Powered

We’ve enjoyed our summer vacations, gotten the kids back to school, and settled back into a familiar work routine. It’s time for what many businesses consider their busy season: the fall, winter, and spring months when we execute on our quarterly goals, fine-tune our annual plans, and assess our progress in the new year. […]

Conquering Chaos Through Communication and Discipline

The dawn of each new year always brings with it unforeseen challenges, opportunities, and questions. But with uncertainty also comes another feeling: anxiety triggered by chaos. When we originally wrote this blog post, it was early 2017 and the country—and, to a large extent, the world—was recovering from a chaotic U.S. presidential election cycle that […]

The Car as a Service: Why Renting, Not Owning, is the New Frontier

When the Smart Car first appeared in the US in 2008, it raised some questions, perhaps the biggest being: would Americans used to trucks, sports cars, and open highways drive such tiny vehicles? While European drivers had been using Smart Cars for years, the driving conditions in Europe—congested cities, high fuel costs, and relative proximity—are […]

Using marketing technology vs. being used by marketing technology

This week some of the most influential people in creative media, marketing, and advertising are all gathered together in one spot—Cannes—for the annual Cannes Lions festival. And just like every year, luminaries in the marketing and design fields share insights they’ve learned while working with brands large and small. We’ve been keeping an eye on […]

Listen To: Can Volkswagen Recover? Part Two

I joined Dave Donars, Chief Research Officer at Cardwell Beach, to discuss whether the legendary Volkswagen brand can recover from its self-inflicted injuries after a major emissions cheating scandal. The short answer: it doesn’t look good, but there may be some light ahead in the proverbial tunnel. Take a listen to hear the second part […]

Listen To: Can Volkswagen Recover?

I joined Dave Donars, Chief Research Officer at Cardwell Beach, to discuss whether the legendary Volkswagen brand can recover from its self-inflicted injuries after a major emissions cheating scandal. The short answer: it doesn’t look good, but there may be some light ahead in the proverbial tunnel. Take a listen to learn more. Podcast Transcription […]

Is Adversity the Business Model of the Future?

Traditionally, American culture has aspired towards the finer things in life, leisure time and luxury goods among them. But increasingly, basking in luxury is no longer top priority for a growing class of consumers. These happiness hunters are looking away from consumer goods and towards a less quantifiable asset: a sense of accomplishment from overcoming […]

Companies Are The New Bloggers

Here at Cardwell Beach, we love user experience design. There’s a lot you can learn simply from reading the insights that UX designers gather, whether or not you’re designing a website or a mobile interface. (For example, good UX design emphasizes the essential business principle of putting the customer first.) But we’ve also noticed something […]

The Minification of Snack Foods: When Too Big Leads to Too Small

Portions have been a hang-up of eaters worldwide since the days of fairy tales, as many a kindergartner knows. In case you’ve forgotten, Goldilocks wanders into the Three Bears’ house and tests their porridge. One is “too hot”, one “too cold”, but the third is “just right.” Today, this same idea is actually used in […]

How CMOs at Fortune 1000 Companies Can Adopt Start-Up Thinking

These days, it seems like everyone and their best friend are hard at work at their start-up. It’s become a nationwide trend, as coders, designers, and entrepreneurs join forces to bring their dreams to life. Many will fail, some will succeed, but along the way, they’ll learn some important lessons about leading teams, managing investors, […]

Referral Programs: What Works and What Doesn’t

Quid pro quo. I’ll scratch your back, you scratch mine. Pay it forward. Whatever you call it, reciprocity is alive and well online today, especially in marketing. But that doesn’t mean that every referral program out there works equally well. It takes a careful approach to ensure that a good referral program doesn’t alienate your […]

Inside Two Winning Mobile Audience Strategies from Veteran Marketers

It’s a mobile world, as the data shows: users spend more time-consuming media on mobile than any other digital platform and spend more of their day looking at smartphone screens than desktop computer screens—and in 2014, more consumers purchased mobile devices than desktop devices for the first time ever. So, at first glance, it would […]

What 2016 Holds For Drones (and Marketing)

For drones, 2015 was the best of times and the worst of times. In the plus column, the little flying machines became ubiquitous across the country and around the world, resulting in some breathtaking visuals: and some fun new sports (drone racing, anyone?) But then there were the mishaps. Drones ended up crashing the US […]

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