by Mark O'Brien | Jan 21, 2019
The marketing funnel (alternatively known as the purchase funnel, the purchasing funnel, the customer funnel, the sales funnel, the conversion funnel, or the snake oil funnel) is a model that purports to show the various stages of the journey ostensibly taken by a... 
by Mark O'Brien | Jan 14, 2019
People come to me all the time and ask: “OB, how can I tell I need a brand-management program?” My answer is always the same: “There are many ways in which you can tell you need a brand-management program. But one of the most important ones is the... 
by Mark O'Brien | Jan 7, 2019
The Dilbert strip at the top of this post boggles my mind. Before I tell you why, I’d like to list some of the reasons for which it doesn’t boggle my mind. It doesn’t boggle my mind because: I know people use language like this. I hear it, read it,... 
by Mark O'Brien | Dec 31, 2018
logotype (noun): 1. any alphabetical configuration designed to identify an individual, product, service, publication or company 2. a single piece of type that prints a word or group of separate letters 3. a single piece of type that prints a logo or emblem 4. a logo... 
by Mark O'Brien | Dec 24, 2018
I originally published this piece on December 24, 2015. I vaguely remembered having written it. I didn’t remember at all having published it. But I’m glad I found it. I offer it now with even more fervent hope that we might recognize its universal truth,... 