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When most people think of branding, they think of corporate logos and high dollar ad campaigns designed to do little other than sear images into your brain, in the hopes of influencing future purchase decisions; a practice largely impractical (and frankly ineffective)...

Drivewear has a cool new testimonials page with a super-slick interface and some great stories from fishermen, truckers, golfers, dog sledders, and more.

What happens when you offer something real for free? People ignore it, even scoff at it. That is, until they understand its value. Then you may end up with a kind of loyalty money can’t buy. And of course, the more you give, the more you get.  [youtube vr3x_RRJdd4]...

I watched a fascinating program over the weekend on the Discovery Channel about the power of the brain in extreme situations. One of the topics covered was harnessing the power of dreams. It seems when we dream, the brain's logic center is turned off, keeping us from...

Simon Sinek is a consultant whose goal is to inspire businesses to great things by helping them discover why they do what they do. He says that all businesses know what they do, but few actually know why they do it. Businesses that only know what they do are only able...

Ad campaign from Oogmerk Opticians of Belgium via AdHunt

Too many optical professionals hold sales and marketing in contempt, partly because so many sales and marketing professionals employ questionable tactics and engage in deceit. But, for some reason, many believe the acts of selling and marketing are beneath them and...

Ben McConnell at Church of the Customer points out a fine example of how HomeMade Pizza, a Chicago pizzeria, builds a customer experience though simple expressions of appreciation and interest in feedback; the kind of customer experience people talk about. You can...

[youtube KIceRvSxn18] YouTube can be a fun and effective way to market your optical business, particularly if you are targeting a younger demographic (although the YouTube demographic is getting older every day). Even if your production does not become the next viral...

ECP Magazine has published in this month’s issue a blog entry I made awhile back regarding my argument for use of the word customer over patient in optical. Paul King, an optician and column writer for ECP thinks I missed the key point which is "caring", when caring...