I recently read an article mentioning that, due to market trends and a bit of magical thinking, “blading” (properly known as inline skating) was making a comeback. Whether it’s from a combination of retro coolness, everything old becoming new again, or a natural alignment with social distancing practices, favorable conditions for a reboot seem to be lining up.

It seems like everyone’s rebranding these days, from major brands looking to introduce new logo designs to a simple refresh, like the recent BMW logo. We’re also seeing many major brands leveraging their icon in a more promotional way, such as McDonald’s, Coca-Cola, and others jumping on the “social distancing” bandwagon to help convey important health messaging during the COVID-19 crisis — with mixed results. While the latter is less of a long-term rebranding move, here are some thoughts to consider before adjusting any of your brand’s most precious codified assets.

Unlike other business disciplines, marketing is probably one of the most rapidly changing, dynamic functions in the C-suite. Not only have tools and technologies dramatically changed how and the pace at which we measure and communicate, but also marketing is inherently based on a constantly evolving landscape of consumer tastes and beliefs. Whether you’re a new marketer, a non-marketer, or even a master of the craft, here are five mistakes to avoid in order to improve your chances for marketing success:

So you think you need a website, or a social media ad or an email blast. You’re not sure, and you don’t even know where to start. Like many business owners or busy brand builders, you’re eager to get something done and into the marketplace. Unfortunately, too many projects start this way and move forward without a basic understanding of targets, timing and, most important, purpose.