The 9 Myths of Branding

If you’ve been in eCommerce for longer than a week, you’ve come across the term “brand purpose.” Unfortunately, it’s discussed so vaguely and is so overused, that it’s not much more than a buzzword. Same goes for another term often found in the same sentence: “authenticity.” But in order to build a dominant eCommerce brand,… View Article

In today’s episode, I present a case study of how NASCAR is using content marketing to renew their brand, and attract new fans. Although they’re not an eCommerce brand, their genuinely innovative content campaign offers many lessons for entrepreneurs. As long as you have done the work of defining your brand, there’s nothing NASCAR has… View Article

Your brand’s name is one of your most important and valuable assets, but only if it’s meaningful to your core audience. Brand names have a long list of jobs to do, from educating customers about what your brand does, to who the brand serves, what you value, and your brand purpose. The challenge of choosing… View Article

Entrepreneurs can be forgiven for thinking branding is too vague and imprecise to be relevant. Digital marketing gets tangible results, while appeal to customers “emotionally” is a lot harder to measure and see. In today’s episode, we make the emotional appeal of brands a little more practical. We take a deep dive into the neuroscience… View Article