Category: Uncategorized
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TransferWise All the Wiser. How Outgrowing a Purpose Affects Brand Name
What happens when a company’s name no longer fits it’s purpose? For TransferWise, the name no longer represented everything the company offered, so they changed it, by dropping the “Transer”. In 2021, the financial technology company rebranded as Wise, demonstrating how a small change in naming can communicate a much larger shift in brand positioning.…
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The Brand Life Cycle: How the 4 Ps Shape Brand Success and Consumer Loyalty
The brands LONA, OURA, and Clorox illustrate the marketing mix’s role at different life-cycle stages, focusing on establishing identity, expanding reach, and reinforcing reputation while creating consumer value.
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Leveraging Marketing Analytics Across Departments
My Cozy Marketing Office Just Got Crowded When planning out my career in marketing and digital analytics, I thought about a cozy office in the marketing department. Maybe even something work from home that required a few chats with the fellow marketers and supervisors here and there. I think about website traffic, clicks, conversions, social…
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Ethical SEO vs Unethical SEO: How Overstock Learned the Hard way
SEO and SEM can help businesses improve their online visibility, but how a company achieves those results matters. Ethical SEO focuses on improving a website while following search engine guidelines and providing value to users. Unethical SEO uses tactics designed to manipulate search rankings, such as misleading content, link schemes, or other methods that focus…
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Paid vs. Organic Marketing: Setting Realistic Expectations for Long-Term Success
One of the first conversations I would have with a new client is about expectations. This is due to the misconceptions in digital marketing, that every strategy produces immediate results. In reality, paid and organic marketing each have different strengths, timelines, and purposes. Understanding those differences helps businesses invest their marketing budget wisely and avoid…
