Tourism advertising can be some of the most inspired work out there at any given time. It can also be some of the most generic. Don’t get me wrong–I love taglines. I’ve written more than my share through the years, for brands like McDonald’s, Heinz, Samsonite, Nintendo, Fidelity Bank and Builders Mutual. A few even […]
As a consultant, branding can lift you above the competition or push you deeper into the mob. We’ve long believed in the power of branding, whether it’s for a box of cereal, a break room or a boutique corporate turnaround firm. Speaking of boutique corporate turnaround firms, Strategic Insights has added KH Advisors as a […]
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Client trust inspires better work. When we operate under the impression that clients value our expertise, we take more chances and produce better results. We have a lot of good clients, but one of them deserves to be singled out for praise. Naturally, I won’t name names, but when we were discussing the color scheme […]
New business requires new thinking. Apparently the universe doesn’t like it when things get too comfortable. So the fish aren’t biting. It happens. But what’s the appropriate response–pack up your bait and go home? Expect the fish to follow you and ring your bell? Hardly. Yet that’s the response many retailers and manufacturers are having […]
Direct marketing doesn’t get much directer when it only targets an audience within twenty feet. Forget podcasts, banner ads, RSS feeds and blogs–just give me snow up to my nostrils and a big ol’ stick. That’s what some clever, industrious folks have been saying in upstate New York recently. Faced with nine feet of snow […]
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Customer service is your brand, as much as any product you sell or that logo on your letterhead. Do companies still think they can get by with lousy customer service? Apparently. I ordered a Star Wars poster (Episode IV) from a movie poster website nearly three months ago for my son’s birthday in late June. […]
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While it might not be bliss, as some argue, we definitely believe ignorance is an asset. When you assume your audience knows nothing about your subject, you’ll give a more thorough explanation. Heron of Alexandria was one of the most innovative thinkers and inventors of his time. He was a teacher at the Museum of […]
You have probably heard a lot about weblogs, or blogs, in the past few years. Seems like each time we read the newspaper or watch television, someone is mentioning or referencing blogs. Originally, weblogs were considered “personal journals published on the Web.” Many people rushed to put their thoughts and opinions, covering a whole range […]
Brand mascots live forever, never ask for a raise and never get arrested for lewd and/or lascivious behavior. David Ranii’s recent article in the News & Observer (6/13/06, Business Section) exposed the pitfalls of using real people or even actors as brand spokespeople or icons such as the Maytag repairman. As the article stated, people […]
Quantity begets quality. It’s not the only means, of course, but one thing is certain: headlines you haven’t written will have no impact at all. Very few of us are geniuses, those with the unerring ability to crank out one brilliant idea after another. The good news is, the more you crank out, the higher […]
by Reid Overcash Memorials have an agenda. I never used to think in such terms, but a recent trip up the east coast gave me reason to reflect on several issues and how it can be a learning opportunity as it relates to marketing and branding. My wife, Susan, and youngest daughter, Adrienne, and I […]
Lost marketing opportunities surround us. Hypocritical as it may seem for an advertising professional, I listen to a lot of XM radio. Not just because it’s commercial-free, but because of its sheer breadth and selection. On any given day, I could punch a few buttons and sample stuff by George Jones, the Ditty Bops, Oscar […]