Matt Bowen

Recent Posts

Hello New World

Posted by Matt Bowen

May 16, 2017 11:48:16 AM

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Today you are looking at a brand-new company. A company that is based on a new way of thinking about business growth. A company that has, combined, over 30 years of brand strategy and marketing communications experience behind it, but is as fresh as if it were day one.

AdsmithChina and Aloft Group have merged to create a new brand and a new ideal. One that is built on the way brands need to operate to be successful in the future. And we couldn’t be more excited. 

Hello Brandigo!

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Topics: Brand Strategy, Brand reputation

14 Questions to Ask About Your Marketing Department for 2017

Posted by Matt Bowen

Dec 14, 2016 2:16:58 PM

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Marketing, as a function, has evolved tremendously over the last decade.  And in very good ways.  At the core of this change is that marketing is moving from being an art to solidly a science. And most importantly, marketing continues to gain a seat at the big table in a strategic sense.This means that the stakes have never been higher for marketing departments to perform.

But, many marketing departments are still structured in a way that worked fine in 1997.  Not 2017.  There’s a head of marketing, functional product marketers, internal communications, digital specialists, market researchers, and likely inbound/campaign specialists. And of course there might be some PR people thrown into the mix.

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Topics: Brand Strategy

Why branding is the backbone of B2B lead generation

Posted by Matt Bowen

Nov 4, 2016 4:03:00 PM

Let’s face it, B2B lead generation is an entirely different beast than its consumer counterpart.

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Topics: Brand Strategy

Why Forward-thinking Brands Need a Chinese Brand Strategy

Posted by Matt Bowen

Jun 8, 2016 4:51:19 PM

China-1.jpgNow is the time for your brand in China. Especially if you are in Healthcare.

But, the issue with most of these reports and thought pieces is that they are just that…numbers on paper. Of course no one questions whether China is a massive economy, but the part that is harder to understand is what does this mean (if anything) for your company and brands?

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Topics: Brand Strategy, Healthcare

Branding technology: get out of the weeds

Posted by Matt Bowen

Jul 10, 2015 1:57:00 PM

shutterstock_57577747-2I’ve worked with a lot of technology companies over the years, and I have to say if there is one common unifying problem that persists among them it is the challenge they have with brand strategy.

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Topics: Brand Strategy

Fixing Indiana: Repairing a Brand in Crisis

Posted by Matt Bowen

Apr 3, 2015 12:13:28 PM

shutterstock_136761965It’s a rare thing when I get into politics on here; in fact it’s something I usually go out of my way to avoid. But I’m a brand strategist, and sometimes the world of brands and politics collide in a way from which I believe we can all learn.

At the heart of brand strategy is figuring out why a brand is different, what is its appeal, and what it stands for. Most people, when they think of brands, think of consumer products that they buy every week at the supermarket or restaurants they drive past as they are out and about. But we’ve become a branded world, and this extends well beyond its traditional boundaries.

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Topics: Brand Strategy

How to Really Create Brand Loyalty: Let’s Break it Down

Posted by Matt Bowen

Mar 3, 2015 12:13:00 PM

Editor's Note:  This blog was originally posted in February 2014 and has been updated.

Could there be a shinier brass ring than brand loyalty? Whether B2B or B2C, having a customer base that enthusiastically and consistently chooses your brand over other options is what separates star companies from the rest. 

Yet, when was the last time you saw “brand loyalty” on a list of corporate goals?

Increased revenues: of course
Increased profit margins: always
Increased market share: without a doubt 

Increased brand loyalty? Crickets

BrandLoyalty

While most marketing folks will certainly claim brand loyalty is of utmost importance, turning that into tangible action is a different story.

Of course, some industries have long ago figured out that brand loyalty is critical. On the consumer front, loyalty cards, points, frequent flyer miles, etc., are all intended to create loyalty.

But do they?

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Topics: Brand Strategy, Marketing Execution, B2B

What every CMO (and CEO and CFO) can learn from a chocolate bar

Posted by Matt Bowen

Feb 17, 2015 4:37:00 PM

71255gHmpsL._SL1500_A while back I wrote a commentary on the book Building Brand Authenticity by Michael Beverland. In it, he explored what “authenticity” means to a brand, and if its something that can be created or, rather, something that must be earned.

Well, a confrontation is playing out in the US that has pitted two chocolate brands—US-based Hershey’s and UK’s Cadbury—in a battle that’s testing the notion of what brand authenticity is.

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Topics: Brand Strategy, Mergers and Acquisitions

Three Reasons Inbound Marketing Works for Healthcare

Posted by Matt Bowen

Jan 29, 2015 10:44:00 AM

shutterstock_109980299Inbound marketing or content marketing (call if what you like) has certainly become the buzz of marketing over the last few years. Many industries, both B2C and B2B, have successfully transformed their marketing effectiveness by incorporating inbound tactics into their overall approach.

But what about healthcare?

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Topics: Healthcare, Inbound Marketing

Why Your Healthcare Brand Needs to Focus on China Now

Posted by Matt Bowen

Nov 12, 2014 7:44:00 AM

iloveSHAs I sit in Shanghai at a local café, all I see around me are possibilities. You hear the numbers a lot, 1.4 billion people, rising middle class, etc., but until you sit in the middle of it and get engaged, it’s only then that you truly appreciate the significance of it all.

China is indeed the land of possibility. And that’s exactly how they view it too. They aren’t so interested in the past, but are very keen on thinking about the wonderful future that they have ahead. If only the rest of the world could be this optimistic.

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Topics: Brand Strategy, Healthcare, Mergers and Acquisitions