Sean O’Brien, financial adviser, and chair, Metro Edge at Northstar at Tahoe

The Millennial 1%

Affluent YPs are a new breed of consumer

When he’s not jet-setting to Tahiti or hobnobbing with his best friend Tom Cruise*, Sean O’Brien is just a regular guy. He’s 29, single, never pays full price when shopping online and likes to snowboard with friends in Tahoe. 

Jan 1, 2013 Mike Graff

The Company Story

Demystifying the art of branding

Product and company branding is more complex than a logo, a slogan and a catchy marketing campaign. Branding is the way consumers talk about your product or service, how they remember you and how they expect you to behave.

Jun 30, 2012 Nelson Harvey

Family Planning

Strategies for a prosperous succession

When Albert and Frances Lundberg fled the Dust Bowl-ravaged cornfields of Nebraska in 1937 to settle in the greener pastures of the northern Sacramento Valley, they did so with hope for the future.

Apr 30, 2012 Anne Gonzalez

Eat, Sleep & Remodel

Top 5 Capital Region reinventions

The Great Recession has cast a long shadow over the Capital Region. The economy has been static. Recovery has been slow. But in the hard-hit hospitality business, the pause has spurred opportunity for reinvention.

Mar 1, 2012 Josh Brodesky

Tech Appeal

Leveraging social media for a nonprofit cause

Monica Gonzalez recently logged onto the Facebook page of Weave Inc., an organization that treats survivors of domestic and sexual abuse, to post a simple message about how the nonprofit helped her overcome a nightmarish ordeal.

Jan 1, 2012 Allen Young

Target Audience

Niche marketing for small-business growth

When photographer Jill Carmel moved to Sacramento in 2008, she brought a bevy of cameras, a keen eye for composition and her dream of launching a niche business in a new city — a risky move, but passion trumped fear.

Jan 1, 2012 Carol Crenshaw

Bottling a Brand

Morton’s The Steakhouse. Special reservation. Best seat in the house. And a bottle of wine ingloriously named “The Prisoner.” It was a first date, and I may have overdone it trying to impress the woman who would later become my wife.

May 12, 2014 Craig Amazeen

Reel to Real Estate

Today's home sales call for video, social media

To sell a house in today’s market, real estate agents can’t simply shove a sign into the lawn, schedule an open house and expect offers to roll in. Competition is fierce. Increasingly, the agents who are successfully selling homes in this marketplace have embraced high-tech marketing, including videos.

Oct 31, 2011 Samantha Bronson

Coupon Clicking

Sweet deals could sour for overeager business owners

With megasites Groupon and LivingSocial trumpeting daily deals that lure throngs of customers with up to 70 percent discounts on everything from dinners to skydiving lessons, it’s no surprise local businesses are signing up. After the deal is on, though, does the promise of new customers and more revenue add up?

Jun 30, 2011 Carol Crenshaw
Fred Sconberg, Upbeat Workouts Apps

Nonprofit Revenue

Charities raise money through social enterprise

A Sacramento software startup has launched an iPhone application for runners that picks music to go with a workout and can add customized coaching instructions along with the beat. When users pay to download the coaching data, a donation goes to a nonprofit of the coach’s choice.

Dec 1, 2010 Adam Weintraub

Chain Selling

Local entrepreneurs sell through big retailers

Like many independent business owners, Christine Trice has a product she believes in and plenty of potential customers. Trice, the owner of Sacramento-based Brown Bag Botanicals, also has a limited marketing budget to reach those customers.

Dec 1, 2010 Linda DuBois

Where the Green Hype Grows

The hazards of marketing eco-friendly products

As consumers fill their lives with reusable shopping bags, organic foods and energy-efficient vehicles, touting the environmental friendliness of goods and services has become an increasingly important marketing strategy for companies worldwide. This, coupled with vague government guidelines for green marketing claims, is causing challenges as competitors, consumers and environmental advocates demand standards and verification of these claims.

Sep 30, 2010 Christine Calvin