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Bowflex and brand evolution

What 30 Years of Bowflex Ads Tell Us About the State of Modern Marketing

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Sometimes, looking in-depth at a specific brand can give us insight into the marketing field as a whole. In the case of Bowflex, its 30-year history showcases the changing marketing industry and, even, changing cultural norms. Marketing for wellness brands––any brand––today involves speaking to your audience honestly. And understanding them beyond dollar signs.    Bowflex brief history  When you think Bowflex, you likely picture their original machine complete with a bench beneath rods of varying resistance and height. And while their product line has expanded and company vision matured (more on that later), the original machine was where it all […]

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Google guaranteed ads example

How Google’s Guaranteed Ads Might Impact Your Brand

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Few things in the SEO space are stagnant. It seems as if once one system becomes the standard, another takes its place. Before, it was Google AdWords shaking up the industry. Now, it’s Google Guaranteed ads.  So, what gives? Is this new system going to disrupt your Google advertising? And what does it mean for your brand? We’ve got you covered on all that and more.    What are Google Guaranteed ads?  Guaranteed ads are Google’s answer to protect users looking for home service industry businesses. Its first iteration focused specifically on locksmiths, plumbers, and handymen. The intent? Protecting homeowners […]

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brand purpose example with Northerly donation

Brand Purpose: How Can You Tell If You Have It?

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No brand is an island. Each is connected in a complicated nexus that interacts with people and culture in impactful ways. Brand purpose is how you moor yourself in this chaos. How your brand stays centered, relevant, and meaningful.  Consumers are pickier than ever about purpose-driven brands. Don’t be the one left behind.    Okay, so what’s the deal?  If you understand what a brand is and you know what having a purpose means, you’ve probably got a good idea of what brand purpose is. However, the term is more complicated in practice than in theory.  A brand purpose epitomizes […]

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medical marketing example

Injecting Humanity into Your Medical Marketing

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In the digital age, storytelling matters. Even for what could easily be a more analytical, information-forward genre like medical marketing. Your website is no longer just a portal for patients to find your address or look up a doctor. It needs to tell your story, share your practice values, and feel humanized and real.    What is medical marketing?  As with other industries, the goal of medical marketing is to market the brand effectively to the public––in this case, anything to do with the medical field. Doing this usually involves “integration of the traditional marketing field with public health research, […]

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Ada guidelines example woman working on laptop

What You Need to Know About the New ADA Guidelines for Sites

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When you create a website or social pages for your brand, the ultimate goal is probably good exposure. You want people to know about your brand, purchase your services, and share your message across their channels. But what happens when not everyone can access your content? The new ADA guidelines are working to make the internet––and your brand’s site––a more accessible place.  Still unsure what this means? Read on.    What does ADA compliance mean?  As you probably know, ADA stands for the Americans with Disabilities Act. This began in 1990 “to ensure that people with disabilities have the same […]

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