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November 19, 2015By Behind the Shelf Blog, Brand Marketing

by Cari Sass How much do you dread those annoying sales calls? The ones where you can’t even get a word in to explain that you’re not interested or that what they are selling does not meet your need?  As the end of the year approaches, these types of calls seem to ramp up. When … Read More

Branded together

September 10, 2014By Behind the Shelf Blog, Brand Marketing

By Dave Wendland Can a brand have a personality? Yes! A corporation, a product, even an individual has an opportunity to be “branded.” My definition – not dissimilar from others far more learned than me – is simple. Brand identity is what people say about you or your product after you’ve left the room. So, … Read More

Market research = insurance against bad decisions

March 9, 2014By Behind the Shelf Blog, Brand Marketing

by Amy Kasza Advertising legend David Ogilvy once shared this gem to remind marketers of their responsibility to base their decisions on sound research: “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” Yet the “new normal” of retail and consumer goods economics that shocked us all in early 2009 … Read More

The value of your brand — part two

February 24, 2014By Behind the Shelf Blog, Brand Marketing

by Megan Moyer In my previous post I talked about the importance of explicitly defining your brand from the outset and offered some things to think about when identifying the attributes you want your product to be known for. Today, I’m going to focus on how a well-established brand saves time by guiding marketing and sales … Read More

The value of your brand — part one

February 14, 2014By Behind the Shelf Blog, Brand Marketing

Posted by Megan Moyer There are a lot of companies that struggle to find success with a new product introduction. While there can be any number of contributing factors to success or failure, one that is avoidable with proper planning and focus (and is most important!) is knowing and carrying through the value of your brand. I see … Read More

We learned a lot in 2013; let’s use it in 2014

January 23, 2014By Behind the Shelf Blog, Brand Marketing

Posted by Jenny KosekThe Pew Internet and American Life Project recently released results of a Social Media Update survey conducted in 2013. Some interesting findings: 73% of online adults use social networking sites 45% of Internet users over age 65 use Facebook Women favor Facebook, Instagram, and Pinterest; men favor Facebook, Twitter, and LinkedIn LinkedIn is … Read More

Looking back: top posts of 2013

January 20, 2014By Behind the Shelf Blog

Behind the Shelf is looking back on our most-viewed posts of 2013. Revisit your favorites, or discover our insights and observations for the first time. The Dollars and the Indies: Pt. 1 Mandatory mail order — indie pharmacy’s biggest front-end competitor Finding the local pharmacy Empty chairs and empty tables Connecting the dots Interview with health coach and … Read More