Tag Archives: category

Re-Seal the Deal: Category Repurchase

Three years ago today, I wrote about a great piece of direct mail I received from a local driveway sealer company. The piece had everything needed to make a purchase decision: a great offer, strong call to action, and perfect … Continue reading

Posted in Direct Response, Marketing, Strategy, Tactics | Tagged , , , , | Leave a comment

Lost on the Shelf? Build a Category of One.

When I start a consulting engagement, I ask my new clients “what’s a Company X?”  This is shorthand for “what do you stand for, how do you do it, and why should anyone care?” When I hear “Uber for pet … Continue reading

Posted in Branding, Marketing, Product Development | Tagged , , | Leave a comment