Michael Kraabel

Trust signals are the various indicators and cues a brand uses to convey its reliability, credibility, and authenticity to its audience. These signals help build confidence and trust among potential and existing customers, influencing their decision-making process. Establishing and maintaining trust with customers is critical for the success of any brand. These signals can significantly…

For small and medium-sized businesses (SMBs), establishing a clear mission, vision, and values statement is more than just a create exercise; it’s a strategic necessity. These statements serve as the guiding compass for your brand, helping to focus efforts, align team members, ensure consistent communication, and build a cohesive company culture. Let’s explore why these…

The temptation to cast a wide net, hoping to attract as many customers as possible, is strong. However, a large pool of potential customers is not as effective as a small pool of prospects who are closer to making a purchase. To begin, it’s important to have a clear picture of who your customers are.…

In the world of business, one of the most critical factors for success is having trustworthy partners. These partners play a pivotal role in shaping your company’s future, influencing decisions that can lead to triumph or disaster. Trust is the foundation upon which any successful partnership is built. When trust is absent, the consequences can…

With 20 years of experience in the marketing world, I’ve seen firsthand how challenging it can be to engage customers in a meaningful way. Engagement signifies that a company has not only captured attention but also fostered a deeper connection with its audience. Yet, the road to engagement is fraught with barriers—skepticism, competition, and an…

Rosser Reeves was a pivotal figure in the advertising world whose contributions significantly shaped the mid-20th-century advertising industry and laid foundational principles that continue to influence marketing and branding today. Reeves is best known for developing the Unique Selling Proposition (USP) concept. Reeves joined the Ted Bates & Co. advertising agency in 1940, eventually rising…

We are beginning a new era in branding, and the call for a revamped framework is loud and clear. A new model centered around the customer journey, emotional connections, shared values, and adaptability is not merely a strategy but a philosophy that can drive brands to new levels of relevance and success. By reevaluating our…

Each of these books offers unique insights into the complexities of brand marketing. From understanding how to communicate effectively with your audience to leveraging the latest in digital marketing strategies, these reads cover the essential knowledge and skills needed to build and sustain powerful brands. These titles, spanning several decades, reflect the dynamic nature of…