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Pumpkin Spice Lattes and the Power of Scarcity

August 24, 2021, marked the earliest release (to date) of the Pumpkin Spice Latte from Starbucks.

The arrival of a seasonal hot drink at a commercial coffee chain is the opposite of noteworthy. Every day, coffee shops around the world are brewing up...

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Picking Your Target Market: Lessons from Trader Joe’s

Imagine for a moment that you own a grocery store.

You might resist focusing on a specific target market to gain more customers, because who doesn’t shop at the grocery store? And yet, grocery stores still have a brand, so they have to focus...

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When “Tomorrow’s Shoes” Became Yesterday’s News — and the Rise of Consumer Cynicism

It’s not just a perception: Consumers are getting more cynical.

According to a 2019 poll of Internet users, 61% believe that too many brands use societal issues as a marketing ploy to sell their products or services.

At the same time, 59% said...

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The nutpods Difference: Earning a Spot in the Market in Spite of Big Competition

“Features can be duplicated.”

Among other things, this is what Madeline Haydon, CEO and founder of nutpods, learned from one of her business advisors.1

The nutpods product is a non-dairy creamer made from almonds and coconuts that debuted...

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The Fall of JELL-O (and How to Stay Relevant in a Changing Marketplace)

For about 70 years, JELL-O solved a number of significant problems for consumers.

This unique gelatin product wasn’t just a food additive; it was a way to repurpose leftovers and bring loved ones together at mealtime. During the Great Depression,...

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Chobani's Identity Crisis (and What Saved Their Business)

marketing Dec 21, 2021

If you’re a fan of Greek yogurt, you’ve heard of Chobani.

Though Chobani wasn’t the first company to bring Greek yogurt to American shelves, they are arguably responsible for its popularity, turning it from a specialty product to a...

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That Time Patagonia Basically Said “Don’t Buy From Us” (and Revenue Increased by 30%)

marketing Dec 14, 2021

In 2011, Patagonia ran a now-famous ad with the headline: “Don’t Buy This Jacket.”

It featured the image of a beautiful black fleece jacket, one of Patagonia’s bestsellers.

It’s hard to imagine what would make a company...

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How a Tire Company Changed the Restaurant Business Forever

marketing Dec 07, 2021

Around the world, a Michelin star is known as one of the most prestigious honors that can be awarded to a restaurant.

The Michelin Guide, which has existed for over a century, ranks the world’s top eating establishments on a scale from zero to...

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