Branding, marketing and media expert Jim Glover of The Idea Group speaks to entrepreneurs gathered at The Hive in White Rock Thursday evening. Photo by Carol A. Clark/ladailypost.com

“Small businesses and entrepreneurs fail for many reasons,” Jim Glover said. “One of the leading causes is lack of attention to marketing.”

Glover is a founding partner of The Idea Group of Santa Fe, LLC, one of the top strategic marketing and media companies in New Mexico.

Over the last 10 years, he has worked with many New Mexico clients to develop strategic plans and branding initiatives.

He recently launched “Once a Day Marketing,” his daily video blog featured on SantaFe.com to provide knowledge, strategy and inspiration for companies to market every day.

Glover told members of the Los Alamos Entrepreneurs Network (LAEN) and others gathered at The Hive in White Rock Thursday evening that when it comes to branding, everything matters.

Members of the Los Alamos Entrepreneurs Network and others attended Jim Glover’s branding talk Thursday evening at The Hive,134 N.M. 4 in White Rock. Photo by Carol A. Clark/ladailypost.com

“In today’s competitive world, a brand matters even more as consumers are bombarded with so many product choices,” he said. 

Glover explained that consumers gravitate toward brands they understand and trust and tend to avoid brands they have little knowledge about.

Yet despite the importance of branding, many businesses don’t understand “that a brand resides in the mind of each customer and is different based upon a customer’s personal experience with the brand,” he said, adding that businesses typically have little expertise at brand management and brand building.LAEN President Andy Andrews, left, with branding expert Jim Glover Thursday at The Hive. Photo by Carol A. Clark/ladailypost.com

During his presentation Thursday, “EVERYTHING Matters: The Art and Science of Branding,” Glover defined the branding process and provided attendees with an understanding of how to evaluate their own brands and develop strategies to enhance those brands.

Glover has resided in New Mexico for 20 years. He holds a BS in international business from the University of Oregon and an MBA from the University of Californian, Irvine.