Robin Segbers
Robin Segbers
Principal, Segbers Band Health
Office: (757) 961-7345
Cell: (440) 823-3643
Robin@digitalbrandreview.com
Building healthy brands starts by helping clients crystallize the most compelling promise they can make to their audiences. This promise becomes the foundation for growth and investment for years to come.
With 30 years of experience starting as a product manager for the J.M.Smucker Company, I have helped companies launch successful brands and product lines, build market share, and earn significant trust and loyalty among both customers and employees.
Over the past several years, I’ve worked with clients to go beyond traditional marketing. I help them deliver experiences that tangibly pay off their brand promise and differentiate them from their competition. Trust in a brand is primarily based on what you do, not what you say you do. Strong brands earn their audiences’ trust by consistently doing what they say they do.
Some clients I’ve worked with:
The DrumstickCompany/Nestle, Columbus, Ohio
Goodyear, Akron, Ohio
Jared, Galleria of Jewelry, Akron, Ohio
J. M. Smucker Company, Orville, Ohio
Pfaltzgraff, York, Pennsylvania
Sherwin-Williams, Cleveland, Ohio
T. J. Marzetti, Columbus, Ohio
Segbers Brand Health
Segbers Brand Health
Brands are so much more than names and logos. Strong brand leaders inspire their organization to deliver a stronger brand. Great brands inspire their managers and employees, customers and prospects, suppliers and influencers. Their logo is merely a symbol to evoke emotional and cognitive associations inspired by the perceived brand experience. Starbucks employees are trained [...]
Author: rsegbers
Posted: December 11, 2011, 10:02 pm
Let me preface this post by saying I am a strong advocate for market research and creative testing. But I suggest being cautious about the methodology used to test advertising. Most research tools are left brain focused; cognitive approaches to measuring message recall, comprehension, persuasiveness, and the ability to break-through. But effective advertising is emotionally engaging. [...]
Author: rsegbers
Posted: November 23, 2011, 2:56 am
I haven’t posted in a while but I do have one of the better lame excuses I’ve heard. My husband and I bought a restaurant in Chesapeake, Virginia called Winston’s Cafe. The perception that owning a restaurant is a 24/7 job was actually our reality over the past several months. But I’ve learned quite [...]
Author: rsegbers
Posted: September 16, 2011, 6:19 pm
2010 was an excellent year for brand blunders – some of the most powerful brands will likely make marketing history with their poor management decisions. The least we can do is learn from them. Geoffrey James, author and columnist, listed the 10 worst brand blunders of 2010 in a recent column. I actually written about [...]
Author: rsegbers
Posted: November 20, 2010, 3:24 pm
Last week I attended the COSE Small Business Conference in Cleveland and had the opportunity to hear Sally Hogshead speak. She is a brand consultant, speaker and author of the book Fascinate. Her premise: In today’s business environment, attention deficit disorder is the norm and we pay about 9 seconds of attention to anyone or [...]
Author: rsegbers
Posted: October 25, 2010, 7:47 pm
http://www.gettyimages.com/
Author: rsegbers
Posted: October 14, 2010, 2:38 pm
A friend and associate of mine, Tom Anthony, owns the company IMS Strategic Internet Marketing Services. He asked to interview me for a podcast on branding and the interview evolved into a discussion on the effects of social media on your brand. Living your brand promise is just as important online as it is in [...]
Author: rsegbers
Posted: September 23, 2010, 2:18 pm
Most consumers know how to make healthier choices but they don’t often act on that knowledge. I am no exception (chicken wings and beer seem to accompany football games every Sunday). But I have seen over and over again when a physician makes a specific diagnosis and warns that behavior change will be essential for [...]
Author: rsegbers
Posted: September 21, 2010, 7:27 pm
With 50% of US hospitals operating at a deficit, the marketing focus of many hospitals has shifted toward increasing volume in profitable and growing service lines. According to HealthLeaders 2010 Industry Survey, hospital executives expect to see above average growth in geriatrics, orthopedics, cardiovascular procedures, imaging, oncology, and women’s health. Wellness and bariatric services are [...]
Author: rsegbers
Posted: September 20, 2010, 9:30 pm
Many market research companies have brand positioning tools to help you define your brand strategy. Some specialize providing ‘pre-designed tools for your industry such as healthcare, banking, automotive, tourism and many others. These companies may have a study ready to implement; it’s less expensive and takes less time. But at what cost? Think about the [...]
Author: rsegbers
Posted: September 1, 2010, 3:52 pm
Pingback: IMS Joins Digital Brand Review « IMS