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• Be All That You Can Be: The Company Persona and the Magic of 'Language Alignment'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 ...
  Ad Copy, Advertising, Brand Awareness, Branding, Personas, Taglines, Targeting
• High Tech Marketing/Business Model Boot Camp: Stepping up to the Microphone (Part 6 of 6)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 ...
  Customer Experience, High-Tech Marketing, Product Marketing, Taglines
• How to Be a Compassionate Designer for Passionate CustomersDavid 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 ...
  Creativity, Customer Behavior, Taglines
• Keys to Branding Your Small BusinessJay Lipe
  Branding, Creativity, Small Business, Taglines
• Keys to Branding Your Small BusinessJay Lipe
  Branding, Logos, Naming, Small Business, Taglines
• The Power of Excellent MessagingSridhar 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.
  Copywriting, Hiring Outside Resources, Positioning, Taglines
• A Few Brand Campaigns Are Forever (Well, Almost)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 ...
  Advertising, Brand Awareness, Taglines
• Focus on Marketing Strategy, Not Just TacticsKen 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 ...
  Branding, Marketing Strategy, Marketing Tips, Taglines
• How to Write for a Multilingual Marketplace (Part 2)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 ...
  Ad Copy, Branding, Taglines, Writing
• Direct Response Versus Awareness Advertising: Which Way Should You Go?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."
  Ad Copy, Advertising, Copywriting, Direct Marketing, Measurement, Taglines
• Win the Marketing RaceJoel 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, ...
  Advertising, Creativity, Taglines
• Bootstrap BrandingRichard 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?
  Brand Positioning, Branding, Logos, Taglines
• Branding on a Budget: An Interview With Brad VanAukenKimberly McCall
  Branding is a beautiful thing—any business, regardless of size, can connect with consumers to cement a relationship.
  Advertising, Brand Awareness, Branding, Customer Relationships, Positioning, Public Relations, Sponsorship, Taglines
• Branding: The Concept That Ate the Ad IndustryKimberly 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 ...
  Advertising, Branding, Small Business, Taglines
• Why Problem-Based Positioning Is A Psychological MagnetSean D'Souza
  Are you struggling to create a memorable positioning statement for your marketing?
  Creativity, Positioning Statements, Taglines
• Integrate Design to Create Brand HarmonyGreg Hinzmann
  n all the talk about brand in business and marketing today, there is a distinct lack of discussion about one of the most powerful drivers of brand: Design.
  Branding, Collaboration, Logos, Taglines, Websites
• Top Tips for Taglines That Engage First-Time VisitorsDebbie Weil
  Web tagline is a tiny but key piece of site usability. A good tag captures a visitor's attention and interest long enough for her to decide if she is in ...
  B2B Marketing, Collaboration, Marketing Tips, Taglines, Value Propositions, Websites, Writing
• Why Your E-Newsletter Doesn’t Deliver Like You HopedJessica Albon
  You've heard the pitch – marketing newsletters are supposed to attract customers. They're sworn to build customer loyalty. And they'll increase profits. All that…and they are incredibly cheap to produce. ...
  Case Studies, Email Marketing, Measurement, Newsletters, Positioning, Taglines, Thought Leadership, Writing
• 3 Steps to Better Trade Ads Paul Hughes
  Glamorous or not, a lot of money is spent on trade advertising. And a lot of it is wasted.
  Ad Copy, Advertising, Logos, Marketing Tips, Taglines, Writing
• Where Are You Going Without Your Marketing Grammar? Sean D'Souza
  The nouns, verbs and adjectives, and even a splash of color can get your company really communicating.
  Advertising, Brand Positioning, Taglines, Writing