Your brand is in one of five buckets

Whether you’re a babysitter, a bakery, or Berkshire-Hathaway, prospects will mentally sort you into one of five buckets. Your brand will be pigeonholed (instantly!) as: New. Different. Better. Cheaper, or Doomed. “Doomed” may seem a bit harsh, but “forgettable”, “ordinary”, “exaggerated” and “bullcrap” all lead to doom eventually.  “New” is good but temporary. A “blue-ocean” position, which combines “new” with zero perceived …

You can’t manage what you don’t measure.

It is easy to measure “sales” for a business Sales, as most people define it, is a simple number. Checks get deposited, contracts get signed, cash registers ring. Easy peasy, do the math. But but but … things get much trickier when you try to measure what leads up to the sale. The ROI of marketing tactics, for example. The …

Are you a manager … or a coach?

There’s a new book by “the Vince Lombardi of business coaches,” if I may quote myself* Dave Baney’s new book is available on Amazon, and I highly recommend it to anyone who supervises a team. The 3 x 5 Coach is a guide that quickly resolves the “manager vs. coach” question then provides a clear easy-to-follow method to create both …

What’s your business card doing for you?

The back of your business card can be powerful. Or a wasted opportunity. Take a look. Is the reverse side of your business card blank? Colorful but word-free? Full of features and benefits? Or something in between? First of all, if it’s blank you need to rethink your priorities: why throw away the chance to stimulate/provoke/disrupt/encourage/uplift that prospect? To say something …

We turned 30!

Killian Branding should probably settle down. Act our age… But we’re still playing the field… Since December 17, 1987, we’ve worked with brands in every category. B2B, B2C, FMCG, NFP, IT – hey, if it has initials, we’ve helped. Bulldozers to perfume, universities to retailers. Every size, too. Fortunate 100 to startup. All over the map? Yes, we’ve had clients on three …

Spock Fails at Branding

Every purchase decision involves emotion. We buy from people we like, we buy from brands we like. Unless you’re selling commodities to robots, reason takes a back seat to feelings. Spock fails at branding. Every time.

“A Better Deal” – a branding fail

The Democratic Party announced a timid war cry for the 2018 mid-term elections: A Better Deal. <crickets> Go ahead, try to come up with a weaker, less-effective combination of words. Maybe “marginal improvement!” or “slightly less evil!” The GOP has Frank Luntz; the Dems apparently have a committee of clerks. This branding train wreck will suck the life out of the 2018 …

SEO: The Three Cs

Is SEO really magical science?
No. That email promising to get you to #1 on Google overnight is a scam. Don’t fall for it.
Getting ahead of your competitors, finishing higher on Google searches depends on how you handle the Three C’s of Search Engine Optimization. The video explains that.