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What's Wrong With This Picture? The Stauer Chronographby Barry DensaWe'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 ...
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Today's Greatest Marketing Secret: Telling Stories in Eight Words or Lessby Bill SchleyHumans 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 ...
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Reaching Hispanics: First Segment by Acculturation, Then Speak Their Languageby Ederick LokpezEvery 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 ...
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The Secret to Reaching the Latino Marketby Chanin BallanceTo 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 ...
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Video Microsites—The Brand-Story Campaign Solutionby Jerry BaderEveryone 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 ...
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Speaking Their Language: How to Localize Your Message for Global Customersby Chanin BallanceMany 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 ...More articles on Hiring Outside Resources, International Marketing, Local Marketing, Taglines, Website Design, Websites
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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 ... -
How To Create a Video Campaign Conceptby Jerry BaderIf you want to be cutting edge, the way to do it is with audio and video.More articles on Advertising, Copywriting, Creativity, Interactive Marketing, Marketing Tips, Taglines, Videos
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Why a Killer Videogame Is the U.S. Army's Best Recruitment Toolby David VerklinBefore 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 ...
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Just Do It: How to Create a Memorable Taglineby 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 ...
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Be All That You Can Be: The Company Persona and the Magic of 'Language Alignment'by Frank LuntzWalk 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 ...
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Looking for a Great Tagline - Search No Moreby Carrie Shearer
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High Tech Marketing/Business Model Boot Camp: Stepping up to the Microphone (Part 6 of 6)by Nilofer MerchantCan 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 ...
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How to Be a Compassionate Designer for Passionate Customersby David ArmanoThe 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 ...
- Keys to Branding Your Small Businessby Jay Lipe
- Keys to Branding Your Small Businessby Jay Lipe
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The Power of Excellent Messagingby Sridhar RamanathanMost 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 SilversteinKeeping 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 ...
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Focus on Marketing Strategy, Not Just Tacticsby Ken LauererFar 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 ...
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How to Write for a Multilingual Marketplace (Part 2)by Suzan St MaurWe'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 ...
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