Linden Klein

Recent Posts

Should I Invest In Google Adwords?

By Linden KleinMay 20, 2016

Google AdWords seems like an easy way to make your SEO explode, and put your business at the top of Google searches. That's what we all want, right?

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How Can You Market Against Negative Perceptions?

By Linden KleinMay 18, 2016

After the 2008 financial crisis, the Wall Street banks were clearly one of the largest and most hated industries in the country. The recession erased all of the positive impressions people had for this industry. If the business of big banking had a tagline during this tumultuous period, it would be "You suffer, we sail."

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Why Budweiser's Patriotic Packaging Rebrand is Smart, Not Risky

By Linden KleinMay 12, 2016

The general rule of branding across your messaging, visual identity, online presence, etc. is “consistency is key.” Yet this summer, Budweiser is throwing this cardinal rule out the window.

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The Anatomy of a Great Positioning Statement

By Linden KleinMay 05, 2016

The basics of a positioning statement are pretty simple—know what you sell, who your target market is, and why you are better than your competition. While you can put these pieces together to create a basic positioning statement, your audience may still feel uninspired.

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Four Tips for Applying the Iceberg Theory to Your B2B Direct Marketing

By Linden KleinApr 27, 2016

The novelist and short story writer Ernest Hemingway is known for his famous Iceberg Theory—to only explicitly include one-eighth of the details in the story, and leave the other seven-eighths implicit and underwater. For example, his story “Hills Like White Elephants” is about a man convincing his significant other to have an abortion, but the word abortion is never mentioned.

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Emotional Marketing is What People Want in 2016

By Linden KleinApr 22, 2016

As Hubspot points out, many advertisers focused on funny and sarcastic campaigns in the 1990’s and 2000’s because those campaigns felt fresh. After twenty years, though, they are getting old; ads with emotional appeals, like Android’s Friends Furever ad, topped the list for social media shares in 2015.

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Show Don't Tell: How to Build Your Unique Brand Personality

By Linden KleinApr 19, 2016

Sometimes the best way to appeal to customers is by doing something totally unrelated to what you do. It can be a critical step towards developing a distinct and likeable brand personality.  

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Make Your Marketing Stick by Appealing to All Five Senses

By Linden KleinApr 14, 2016

The senses are a near-universal way to connect with people. They are anchors for memory, and that is the goal of marketing—to get ideas related to your company to live in people’s brains.

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Don't Waste Money on the Wrong Marketing

By Linden KleinApr 12, 2016

I just read an article in the WSJ about how RadioShack filed for bankruptcy last year. The accountants priced physical assets at about $170 million and the intangible assets of brand and customer data at $26.2 million.

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Five Advantages of Strong Brand Equity

By Linden KleinApr 07, 2016
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