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What's Wrong With This Picture? The Stauer Chronographby Barry Densa
We've all seen them—those disastrous ads that make us cringe as marketers. Here is a detailed critique of one ad—gone terribly wrong—that'll help you avoid a host of pitfalls in your ad copy.
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Today's Greatest Marketing Secret: Telling Stories in Eight Words or Lessby Bill Schley
Humans need their stories to be fast, frugal, and fascinating. That's why marketers need to tell their stories in Micro-Scripts. Learn the greatest marketing secret about your customers that'll get you results.
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Reaching Hispanics: First Segment by Acculturation, Then Speak Their Languageby Ederick Lokpez
Every time we hear or read "Hispanic market," we also hear the tagline "acculturation level." So what is acculturation, and why is it vital to take it into consideration? Because without segmenting this increasingly important market by level of acculturation, ...
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The Secret to Reaching the Latino Marketby Chanin Ballance
To successfully reach the Hispanic audience, marketers should understand that what works with the general market can't simply be transferred to the Latino market. Instead, messages must be culturally adapted to capture the thought, meaning, and feeling, not just the ...
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Video Microsites—The Brand-Story Campaign Solutionby Jerry Bader
Everyone has a website stuffed with content ranging from the important to the useless. But marketing initiatives aimed at a highly targeted audience require their own space and identity if they are to succeed. When you use the Web as ...
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Speaking Their Language: How to Localize Your Message for Global Customersby Chanin Ballance
Many companies already recognize the value of translations for reaching that vast worldwide audience. They've been having product information, press releases, and marketing and advertising copy converted into the languages of their current and potential customers for years.
But smart companies ...
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How Social Media Is Changing the 4Ps of Marketing: Stories From Real Companies
by Mack CollierIncreasingly, companies are beginning to reach out to their customers to help them with their marketing efforts; in some cases, companies are actually turning some marketing functions over to their customers entirely. Here is how companies have successfully turned at ...
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How To Create a Video Campaign Conceptby Jerry Bader
If you want to be cutting edge, the way to do it is with audio and video.
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Why a Killer Videogame Is the U.S. Army's Best Recruitment Toolby David Verklin
Before it was released on July 4, 2002, many expected the $7.3 million game would join the ranks of the $436 hammer and $640 toilet seat as a study of excess. Few predicted "America's Army" would become the artillery's most ...
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Just Do It: How to Create a Memorable Tagline
by Carrie ShearerTaglines—those few descriptive words that position your brand—set your business apart from the competition and arouse interest in your product or service. The most exceptional taglines can remind potential customers about your brand without mentioning your product, service, or company ...
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Be All That You Can Be: The Company Persona and the Magic of 'Language Alignment'by Frank Luntz
Walk through any bookstore and you'll find dozens of books about the marketing and branding efforts of corporate America. The process of corporate communication has been thinly sliced and diced over and over, but what you won't find is a ...
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Looking for a Great Tagline - Search No More
by Carrie Shearer
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High Tech Marketing/Business Model Boot Camp: Stepping up to the Microphone (Part 6 of 6)by Nilofer Merchant
Can you imagine what it would be like to charge 20-200% more than your competitor and own market category dominance?
This final part of the Boot Camp series focuses on ways your organization can increase its economic power.
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How to Be a Compassionate Designer for Passionate Customersby David Armano
The value of creating passionate users is becoming clear to brands wishing to thrive in the "experience economy." Provide an experience that is useful, usable, desirable, and differentiated... and you will create demand for your brand and delight your customers.
This ...
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Keys to Branding Your Small Businessby Jay Lipe
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Keys to Branding Your Small Businessby Jay Lipe
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The Power of Excellent Messagingby Sridhar Ramanathan
Most CEOs and even VPs of marketing think messaging is about a good tagline. That's partially true, but a tagline is only a small portion of smart messaging work.
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A Few Brand Campaigns Are Forever (Well, Almost)by Barry Silverstein
Keeping a campaign fresh and vibrant—and maintaining its breakaway status—is a major challenge. The competitive landscape is turbulent and consumer perceptions are constantly shifting.
It takes courage and perseverance to sustain a breakaway campaign over decades.
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Focus on Marketing Strategy, Not Just Tacticsby Ken Lauerer
Far too often, agencies and companies alike unwittingly focus on tactics—rather than strategy—in their marketing and communications activities.
It's not always easy for companies to pause, step back, and review where they are going. However, if you don't have ...
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How to Write for a Multilingual Marketplace (Part 2)by Suzan St Maur
We've all heard the jokes about embarrassing translations in the marcom arena. But if you were were responsible for a hefty international marketing or ad budget, such gaffes would wipe the smile right off your face.
There are some ...