Advertising as Storytelling
So here we are, deep into the information age, awash with data, rich in metrics and able to present the marketplace with a truly impressive array of facts and figures to compel and persuade people to behave in a certain
Why you need to get it right with your ad claims
Awhile back, Dan wrote a blog about how hyperbole will ultimately invalidate your message due to its insincerity. But there’s another pitfall with hyperbole: legal woes. On a legal level, there’s a fine line between truth and fiction. Hyperbole and puffery walk
How to Work With an Advertising Agency
So, you’re the owner, manager or CEO of a small to medium sized business and you’ve outgrown your in-house marketing capabilities. You’ve never worked with an advertising agency before but now you’re considering it. This is new territory for you
Marketing, advertising, and the search for meaning.
A funny thing happened on the way to the digital age. As advances in technology wired us all together; information became cheap and easy to access; consumer choices exploded; and our options for getting, knowing, and sharing practically anything expanded
The business of simple marketing
A large part of what marketing should do is distill a client’s desired messaging into an easy to understand and actionable message. This isn’t always as easy as it might seem. Clients, of course, are in the business of making money and
Position statements, slogans and taglines, oh my!
Position statements, slogans and taglines, oh my! Well, there she goes: The Wicked Witch of the West, brooming about the sky, spewing smoke and cackling away as she spells out her evil message to the Emerald City, a trembling Dorothy and
Give lucid statements to strong ideas
At the risk of dating myself, I’ve been in the business of creative production for some 30 years. Over those years I’ve seen astounding changes in the framework from which we go about producing that thing we call “creative,” an
When taglines become outdated, what’s a brand to do?
Every brand strives to achieve such recognition of their name and tagline that consumers immediately know the product. This is a good thing. It strengthens the brand in the marketplace, creates top of mind awareness, and can drive brand preference. But
How to…
In the almost three years of blogging, we've developed a pretty robust archive of educational posts
Email marketing: how often is too often?
I once ordered a pair of pants from Brand X. They are a fine pair of pants and I look fabulous wearing them. I once ordered a shirt from Brand Y. It is a fine shirt and, of course, I