Hotdogging with the Piggers: Branding turnover tips from New Pig
Andy James is a Brand Evangelist for New Pig, a direct marketing company focused on B2B sales of industrial cleaners. Andy is part of the team that has turned this ordinary product group into a branding hero.
When do you market “gritty”, and when do you market “glossy”?
In this online class, Andy shows you how to peel back your brand to understand the difference between “the gritty” (content, products and supporting assets), and “the glossy” (creativity and humor). Knowing what your customer is looking for by channel will help you determine the best way to deliver a “pure” brand experience.
Examples of what works.
Andy draws on examples of what catalogers do well, and not so well, and how your catalog legacy may invisibly shape your brand. He also dives into what it takes to improve your customer’s omnichannel experience (hint: commitment). And talks about the importance of daily action to help increase profits.
Learn from the experts.
Much of Andy’s brand philosophy hails from when he was a Senior Manager at an internationally-renowned brand strategy firm, Olson Zaltman Associates, where he advised some of the world’s greatest brands, including Audi, T. Rowe Price, Pepperidge Farm, and MillerCoors. When New Pig came oinkin’, Andy fell in love with the brand, its customers, and the Piggers. Andy, a graduate of the Schreyer Honors College at Penn State University, enrolled at age 15. He swears he remains emotionally scarred from having his mother drop him off for college before he could drive.