Author: Admin

Getting to know each customer’s story helps you serve them better. If you know (through purchase history and feedback) that Shane Z prefers your eco-friendly products, you can send him personalized marketing emails recommending your new reusable items with biodegradable packaging. But it takes the right customer analytics tools to piece this information together. When…

As a business owner, market forces shape what’s possible when you set your prices. If you’re a skin care brand that uses licorice root extract in your formulations, a sudden wholesale supplier shortage can drive up your costs. Although you know you should raise your prices to protect your profit margin, you hold off—maybe it’s…

Part sales pitch, part brand manifesto, part inspirational sticky note to reference in moments of inner turmoil: A strong personal brand statement highlights what you produce—and your unique ability to produce it.  Writing a personal brand statement is an opportunity to define and standardize your brand for yourself, as a reminder and business growth compass.…

When beauty giant Sephora approached Reverie about a potential partnership in 2015, founders Garrett and Hillary Markenson did something unexpected—they said no. “We originally said, We’re not ready, we can’t do this,” recalls Hillary, the brand’s president. Fast forward six months, and Sephora came knocking again. This time, the bootstrapped brand took the leap and…

Last year, Amazon once again outpaced the ecommerce market growth in both Germany and the United Kingdom. Its revenue reached 39.6 billion euros and 36.7 billion euros, respectively. The American company has managed to withstand the rising competition from Chinese platforms, with growth in the United Kingdom accelerating even. This is evident from Amazon’s financial…

Increasing sales, attracting new customers, building brand awareness—these are all common business goals often tackled through standard marketing strategies. But what if you need to change consumer purchasing criteria? Or bring a new type of customer into your market? In those cases, you might consider grassroots marketing—a marketing approach rooted in political organizing that’s uniquely…

You’ve spent countless hours perfecting your logo—the distinctive mark that captures your brand’s essence and sets you apart from the sea of competitors.  Like any valuable business asset, your logo deserves trademark protection. Bad actors can misappropriate your logo, with potentially devastating consequences for your brand reputation and competitive advantage. The word “trademark” can feel…