In the branding space, there are two realities. The first consists of market demographics, media calculations and frightening rules of thumb to guide brand owners in their strategic and spending decisions. The other reality exists in the space where most brands actually live. That is the true reality, [...]
Here’s a dictionary definition for you! The process involved in creating a unique name and image for a product in the consumers’ or buyers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains [...]
[hr_invisible] A new font has emerged inspired by a 14-year-old kid. His story got some ink and captured the attention of British agency, Grey London who went to work with Monotype, a world-class font company, to create the first truly eco-friendly font. The font promises to save the amount of ink that is needed to [...]
We were all taught that old-fashioned typefaces were “boring.” These experts have offered this advice as clients, designers, and even instructors. Well, it turns out they were wrong. Even with a number of rather sophisticated brands all ignoring the foregoing advice the evidence is in, each brand has to stand on its own merit. That’s [...]
I am a second-generation brand strategist who has been observing and producing branding programs for three decades. My dad was a partner in an ad agency in Chicago for 25 years before I got out of college. I remember many Saturday mornings going with him to his Michigan Avenue offices and watching him look over [...]
How would you feel if someone invited you to an event at a mall, but when you arrived you couldn’t figure out where to go? That’s precisely what prospects feel like when they visit your website or customer service “support space” and can’t figure out what the @#$%$^% is going on there! Prospects who have [...]
Most business owners can only dream about running a 30-second commercial advertisement during a Super Bowl. This year’s cost $3.5 million putting one outside the reach of most. It’s what global brands like Coke and Chevrolet do each year. We could debate the validity of this spend, but let’s assume you can’t afford one. Here [...]
Most business people have at least 100 people they call their business associates, strategic partners, vendors, and related support services that they know well. Add to that clients, current and past, and that number easily becomes 500 or more based on how many years you’ve been in the business world. With a group of 100 [...]
Apple Inc. said on Wednesday afternoon that Steve Jobs has resigned as CEO and will become chairman of the company, the Silicon Valley/San Jose Business Journal reports. Tim Cook, who has filled in for Jobs during his medical leave, will become CEO. Regardless of what you think about Apple, its products, or Steve Jobs, one thing [...]
Truly successful marketing communications campaigns begin with a highly creative and brilliant idea. That's why they attract so much attention. But many campaigns fail to build a really interested following among even its best customers. When you stop to consider that the average home page receives less than five seconds of attention it's easy to [...]