• Speaking Their Language: How to Localize Your Message for Global Customers by 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 Collier
  Increasingly, 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 Concept by 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 Tool by 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 Shearer
  Taglines—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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• 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 Customers by 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 Business by Jay Lipe
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• The Power of Excellent Messaging by 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 Tactics by 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 ...
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• Direct Response Versus Awareness Advertising: Which Way Should You Go? by Steve Cuno
  Direct marketers insist, "If it doesn't sell, it isn't creative." To which awareness advertisers hurl back, "If it isn't creative, it won't sell."
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• Win the Marketing Race by Joel Sussman
  Unfortunately for us marketers, the public is inundated, deluged and bombarded, every day, with hundreds of ads, commercials, emails and direct-mail offers inviting them to buy, try, upgrade, sign on, act now and order before midnight.
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• Bootstrap Branding by Richard Layton
  Most companies known for stellar branding—Nike, Coca-Cola, McDonald’s, Intel, etc.—are masters of “deep pockets branding.” So, does that mean branding is strictly a high rollers’ game?
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• Branding on a Budget: An Interview With Brad VanAuken by Kimberly McCall
  Branding is a beautiful thing—any business, regardless of size, can connect with consumers to cement a relationship.
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• Branding: The Concept That Ate the Ad Industry by Kimberly McCall
  The essence of branding is not an ad, logo, corporate identity, Web site, or brochure. Instead, the essence of branding is leaving the desired emotional imprint in the heart and mind of the consumer.
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• Dear Tig: Distinguishing the Differences Between Brand Promise, Tagline, and a Positioning Statement by Tig Tillinghast
  g takes on a tall order this week, even for him: What's the difference between a brand promise, tagline and positioning statement?
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• Why Problem-Based Positioning Is A Psychological Magnet by Sean D'Souza
  Are you struggling to create a memorable positioning statement for your marketing?
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• Come Tweet With Me
  Hoping to position Lufthansa as bigger than just a German airline, digital agency Profero has helped it create MySkyStatus—a tool that has brought Lufthansa's branding catch-phrase, "passion for precision," to life ...
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• Try not Pitching at All
  Valeria Maltoni receives four or five press releases on a typical day—and most leave her singularly unimpressed. "'I think you're fabulous' may seem like a good idea for a subject ...
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• Have We Got the Answer for You!
  If you've never visited the MarketingProfs Know-How Exchange—or if it's been a while—why not stop in to see how the community responds to a host of topics, both in real ...
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• Shall We Dance?
  It's an average morning at the Liverpool Street train station in London, England, with travelers crossing the main hall on their way to platforms or the street. And then, seemingly ...
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• What Exactly Do You Do, Again?
  We all know the cliché: you have 1.5 milliseconds to grab a prospect's attention at your home page and convince him to stay. So why, then, are so many B2B ...
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Taglines case studies, deconstructing real life examples and illustrating lessons learned

• How a Single Voice Recording Scored Immediate Ticket Sales for Boston Collegeby Boston College Athletics
  CASE STUDY: Boston College had just two weeks to inspire alumni and fans to make a last-minute trip to Florida after the school's football team secured its first conference title game. An enticing voice-marketing campaign quickly generated 5,000 ticket sales, netting $200,000.
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Taglines online seminar broadcasts from the best minds in marketing

• Jack Trout on Worldwide Positioning: An Encore PresentationAttendee rating:  - 11/28/2007
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• Small Business Series: Positioning, Naming and TaglinesAttendee rating:  - 7/20/2007
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Taglines marketing downloads for the busy professional

• Small Biz How-To Guide: Positioning, Naming & Taglines
  Spot-on positioning leads to names that attract customers and taglines that sing. Get your small business on the track to marketing success.
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