You know the feeling. You're scrolling through your feed and you see yet another ad for some product you're not interested in. Or, even...

Is the "North Star Metric" (or NSM) merely another marketing jargon used to rename a concept we’re already familiar with? We speak of key...

When it comes to your target customers, do you think one-size-fits-all? If so, you may be missing out on endless brand opportunities. The...

As we discuss frequently at CRAFT, marketing should be looked at through a strategic lens, not merely a tactical one. A central piece of...

In marketing, the status quo doesn’t always meet the mark. As your business evolves, keeping your marketing strategies fresh and relevant...

Every marketing strategy is unique, depending on your company’s unique positioning and brand characteristics. However, when it comes to...

Despite the tactical approach that most businesses take when it comes to marketing, data-driven decision-making must be at the very core...

In marketing, the concept of “competitive advantage” is thrown around fairly loosely. While there are many tips and tricks up any...

Your plan is in motion, and you’re officially converting leads into committed clients. This means that your marketing plan has officially...

In a recent article, we highlighted the importance of establishing a competitive intelligence program for your business in an effort to...

Think about the last product or service you made a plan to invest in. Did you make the purchase based on the brand’s marketing materials...

Have you ever seen a building that looks really cool, only to find out later that it is not structurally sound? Your marketing is no...

When it comes to marketing, your product is only the tip of the iceberg. While crafting how you will present your product (or service) to...

The internet has made the world a much smaller place. It has also given rise to an increasing number of businesses competing for their...

If you're an American business owner, the increasing challenges in the supply chain are likely on your mind right now. From product...

Is marketing an expense or investment in your organization? If you immediately think expense, I’d venture to say that you are in the...

It’s no secret that COVID-19 has caused huge strains on businesses around the globe. Over a year and a half in, the seemingly...

Are you ready for 2022? And even more urgently, are you ready for the fourth quarter of 2021, which is already here? While Christmas and...

Think about the last interaction you had. Maybe it was a meeting with a client, a call with a prospect, or even just your nightly...

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” As the iconic...