My beach read this summer was The Engagements by J. Courtney Sullivan. It follows intertwined stories of a diamond engagement ring, including a fictionalized account of Frances Gerety, who coined the legendary De Beers tagline “A Diamond Is Forever.” It got me thinking: what makes a good tagline? Over the years, I have written a […]
Maintaining color consistency is crucial to a brand’s success. In fact, consumer confidence is often a direct result of brand color recognition. Think about it. What if the logos were dropped from those brown delivery trucks out on the road? You can bet passersby will still assume they’re UPS®. And what if you gave someone […]
Let’s face it, the cost of acquiring new customers is rising, and the budgets allocated to doing so are diminishing. In a buttoned-up market where consumers are becoming discerning frugalists, attracting new business is no small task. In fact, simply keeping your existing business has become an increasingly tall order. But as the price tag […]
If you’re connected to social media, whether you realized it or not, you’ve likely seen someone post an Instagram photo. A startup launched in October 2010 and bought by Facebook in 2012 for $1 billion, Instagram’s popularity continues to soar, boasting over 100 million monthly active users and 40 million photos uploaded per day. Like […]
As the saying goes, “it IS better to give than to receive.” When done sincerely and consistently, the plentiful rewards far surpass that wonderful, warm-and-fuzzy joy you feel from acting philanthropic only every now and then. Gone are the days when writing a single check comprised an entire corporate social responsibility (CSR) program. Today, CSR […]
On a buzzing trade show floor, you have just seconds to engage people, get them to remember your brand and understand why they want to do business with you. But you don’t need the biggest or glitziest booth displays to catch their eye. Try these tips to drive traffic to your trade show booth. Say […]
The effectiveness of Facebook has been called into question. Many have cited the medium’s lack of measureable ROI as a reason for the disappointing performance of Facebook stock. Media buyers throughout the advertising business know the immutable facts: Facebook advertising visits driven to a primary website, bounce at a high rate, generate short, low-engagement visits, […]
I have spent most of my life in the branding business. Every day, I think about creating, maintaining, migrating, inventing, reinventing, positioning, repositioning, maximizing, enhancing and extending brands. I help to develop brand standards, brand stories, brand statements and brand icons. I deal with logos, tag lines, graphic standards, colors, sounds and shapes. Thoughts about […]
In the last two years, as the financial crisis escalated and our economy struggled, clients focused like a laser on their return on investment (ROI). This makes complete sense, as marketing budgets have come under increasing pressure and scrutiny, resulting in the need to measure and evaluate the effect of every marketing dollar spent. And […]
In today’s frenzy to gain business, keep costs low and make owners happy, have you lost who you are? These days, everyone is heavily concerned with driving ROI and maximizing the bottom line. We’re all looking for more cost-effective ways to spend our dollars. But in doing so, have you lost your brand? Do you […]