Everyday frustration inspires successful consumer brand | Deconstructing the value of descriptive and nondescriptive logos | Twitter spotlights 75 niche communities for marketers
September 13, 2019
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Everyday frustration inspires successful consumer brand
Daniel Kane started The Ridge to address his own frustration with his bulky wallet. The minimalist wallet has become the foundation for a successful brand, and team members continue to find product inspiration in their own lives.
Entrepreneur online (9/12) 
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Marketing
Deconstructing the value of descriptive and nondescriptive logos
Assistant professors Jonathan Luffarelli, Mudra Mukesh and Ammara Mahmood detail the results of a study examining nearly 600 corporate logos and share the value of nondescriptive and descriptive logos, and also explain how they affect consumers' brand perceptions. "[A logo] can help pique the interest of consumers, differentiate brands from competitors, facilitate brand recognition, influence investors' decisions, and convey what a brand is all about," they write.
Harvard Business Review online (tiered subscription model) (9/12) 
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Twitter spotlights 75 niche communities for marketers
Twitter has identified 75 niche communities that are ideal for brand involvement, spanning 10 main categories that include sport, fashion, professional and gaming. The platform's research found that communities in need of support are more inclined to welcome brand collaboration, provided it's "authentic."
Campaign US (free registration) (9/12) 
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Management
What to look for when choosing a new office
Ideal office space has room for growth, combines open and private areas, and is chosen by company leadership with limited employee input, writes Jonathan Wasserstrum, CEO of SquareFoot. He recommends erring on the bigger side because extra space can be offered to freelancers or other businesses.
Inc. online (9/10) 
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Test flexible work options and set clear policies
Clear policies and planning can turn flexible working into a boon for employee engagement at small businesses, David Prosser writes. He suggests starting with a trial, being consistent, showing trust and optimizing technology.
Forbes (9/13) 
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Money
Minn. restaurant owners turn their shares over to the staff
Retirement plans by Cynthia Gerdes and Steve Meyer, co-owners of Hell's Kitchen in Minneapolis, include creating an employee stock ownership plan that will turn over ownership and the bulk of future profits to the staff. ESOPs are becoming more common in some business segments, but remain unique in the restaurant industry.
Star Tribune (Minneapolis-St. Paul, Minn.) (tiered subscription model) (9/11) 
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Economists: Rising inflation might prompt Fed to rethink rate cuts
A majority of economists say a significant increase in US core consumer prices last month is unlikely to keep the Federal Reserve from reducing interest rates next week, but it could make further cuts before year-end less likely, a Reuters survey finds. "The Fed will still cut rates next week to provide added insurance in the event that the trade war escalates, but it might think twice about moving again in October if core inflation shows any further spark," BMO Capital Markets economist Sal Guatieri says.
Reuters (9/12) 
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Tips & Tools
Taking steps to prevent data breaches
Research suggests that data breaches can hurt customer retention at small businesses, so taking steps to secure sensitive information is key. To avoid data breaches, small businesses are updating point-of-sale equipment, ensuring compliance and offering training.
TechRepublic (9/12) 
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Just for Fun
Feds deny LeBron James a "Taco Tuesday" trademark
An attempt by LeBron James to copyright the phrase "Taco Tuesday" was denied this week by the US Patent and Trademark Office, which ruled the phrase was a "commonplace message."
Yahoo (9/12),  Sports Illustrated online (9/11) 
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Employees who have a stake in the business stick around.
Restaurant analyst Darren Tristano, quoted in the Star Tribune
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