Ben Guttmann

Better Position Your Brand by Mapping Your “Territory”

Like a football team, every brand has to compete to win. But not every team is the best at everything — some have better quarterbacks, some are studs on defense, and yet others might even have the best placekicker in the league. Each team team competes on a different attribute to try to win the day. A smart, well-defined brand does the same.

July 21, 2020

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The best design brief I’ve ever read

Close your eyes, and think of Coca-Cola. What comes to mind? Probably the bright cherry red or Spencerian script of its swooping logo. Maybe it is the caramel fizzy product itself, or even Santa Claus. Or, for billions of people around the globe, the first image to materialize is the infamous, iconic, contour bottle.

July 14, 2020

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How to get started in digital marketing

Every now and then I get asked by my students, people I meet at our events, or just anybody else, “Where should I begin to learn about digital marketing?” It’s a tough question: We’re not doctors or lawyers, and there is no set career path or accredited certification required to practice our craft.

February 26, 2020

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Our Team’s Book Club Favorites From 2019

With the year drawing to a close once again, we looked back on our shelf of dog-eared book club tomes and picked out our favorites. As is the case every year, not everything we read in 2019 was great, so these are just the hits.

December 16, 2019

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How to Run a Website Design Discovery Interview

There’s an old saying attributed to famed inventor Charles Kettering, “a problem well-stated in half-solved.” In life and in marketing, there is often a surprising lack of well-stated problems, which results in organizations wandering the desert in search of a miracle solution.

December 6, 2019

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