6 tips on how to market a restaurant and serve up a memorable experience
Dining out at restaurants has become a key part of our personal, social, and professional lives. In fact, the average American spends about $2,500 eating out each year, which explains why the industry has boomed to over $632 billion in …
It’s (not) all about the Benjamins: Advice on how to market a bank
During a recent project for Gateway Bank, we conducted some competitive research on other banks to see what they look, sound, and feel like. The results were lackluster and disappointing. One would think that with tons of money at stake, …
Does “It’s all about you!” really work?
You’re on a blind date. You: “So, where do you want to go?” Date: “Wherever you want to go.” You: “Maybe dinner? What kind of food do you want?” Date: “I want to eat whatever kind of food you like.” …
Crowdsourcing your brand design: the math just doesn’t work out
As much as our work at Forty is about “touchy-feely” stuff (psychology, emotion, metaphor, experiences, etc.), I’m still a numbers guy at heart. That’s why I get so frustrated every time I hear someone recommending crowdsourced design services like 99designs. …
The power of purpose and how to discover yours
Revealing your purpose may seem superfluous and a little too touchy feely for your taste. However, it can be an enlightening moment and the key to your success. As James discussed in his blog post on how to build a …
Brand thyself with these personal branding resources
People exude a brand just like companies do. Everything about you contributes to how you’ll be perceived by others, from how you dress, to how you speak, to the people and companies you associate with. Creating brands for companies seems …
Why are logos getting simpler?
When designing a logo, it’s easy to go overboard. There are so many great elements you can work with (colors, textures, patterns, shapes, borders, typography, gradients, icons, etc.) that it’s tempting to include a little bit of everything to get …
It’s a waste to start anywhere but the beginning
Whenever someone discovers there’s a problem with their business or has a marketing project to tackle, they want it done NOW. They get anxious, excited, and can’t wait to see the solution or finished product. That’s totally normal, and it’s …
You are not your target audience
One of our most common tendencies as people is believing that our own thoughts and opinions are true or the best option. It’s human nature, and a lot of times your gut will lead you in the right direction. However, …
Do you have Wonka Vision? Making products stand the test of time
Have you ever thought about the staying power of your brand? Is it worth the effort? At one time, it was supremely important for the Quaker Oats company, as they sought to create a powerful, interesting, and lasting effect for …
Feel at home with the new AlwaysOn Healthcare brand and website
AlwaysOn Healthcare, a Peoria home care and medical staffing provider, had all the foundations in place for a successful brand. They’re a rapidly growing company with a heartfelt purpose — to keep seniors comfortable and safe in their homes. However, …
Don’t put all your eggs in the logo basket
If you went out and polled a bunch of business people about what defines their brand, you’d probably end up having a lot of conversations about logos, mixed with a little chatter about corporate colors. Many people may not realize …
The 3 essential elements of a rock-solid brand
Over the years, we’ve found that there are three foundational elements to almost any brand: purpose, values, and style. BRAND PURPOSE Research cited in Built to Last (by Jim Collins and Jerry Porras) indicates that purpose-driven companies can outperform the general market …
ROI is what actually happens
Executives tend to be short-term thinkers. Their career has grown through easy-quantifiable successes, and they’re constantly pressured — by other short-term thinking executives — to base their actions around short-term metrics. It’s all about what happened last quarter, or last …
The Häagen-Dazs conundrum
Is the Häagen-Dazs brand fundamentally inauthentic? The name “Häagen-Dazs” doesn’t actually mean anything. It’s not an ancient Danish city, or the name of two Swiss ice cream masters, or anything of the sort. The name was made up by Jewish-Polish …
What happens after your revolution?
Revolution is easy when you don’t have anything to lose. You say the things everyone’s afraid to say, kick in some doors, fire your guns into the air, depose some tyrannical leaders, and declare your way to be the new …
Nobody knows anything about branding
Screenwriter William Goldman once wrote of the movie industry that “Nobody knows anything. Not one person in the entire motion picture field knows for a certainty what’s going to work. Every time out, it’s a guess…nobody, nobody–not now, not ever–knows …
Get real: you can’t fake marketing anymore
We now live in a world where almost everything is abstracted and over-processed to the point of barely being real. Take hamburgers, for example. What once referred to a thick, juicy slab of minced beef flavored with regional spices now …
You don’t get long walks on the beach with your customers
Brands are complex, but in most cases, consumers simply won’t invest the time required to truly explore and come to understand the intricacies of your business. They’re not lazy or superficial; most brands just don’t provide enough value for them …
Show, don’t tell!
Brand experiences are almost always indirect. You don’t feel good because the brand told you to feel good. You feel good because the brand set up a scene that had the right feel-good elements. Every bank wants to think they’re …