Get in touch with your brand’s power. Of all the senses, marketers most often underestimate the power of touch. But numerous studies show that consumers are far more likely to buy a product after touching it. Part of this is the tactile sense of being able to interact...
LISTEN TO WHAT YOUR BRAND IS SAYING. Your brand has a distinct sound, whether you realize that or not. Sure, elements such as music and voiceover (for radio, television, podcasts, etc.) are part of your brand’s overall sound. But those are only part of the aural...
SEE YOUR BRAND FROM EVERY ANGLE. Start by asking yourself one visually-oriented question: if my brand were a person, what would that person look like? Old and wise? Young and energetic? Intellectual and reserved? Muscular and powerful? If this sounds silly, may we...
Think a logo is a brand? It’s hammer time. Yes, most people think a brand and a logo are the same thing. But few people think a toolbox and a hammer are the same thing. Ask the person closest to you right now to find a hammer. She won’t come back with a toolbox....
Ah, negotiation. Part art, part science, part mystery meat. Mystery meat…really? Yes. And it's as gross as it sounds. Rate cards are mostly myths. Asterisks are often abused. Best interest is an over-sold phrase. On top of that, many nuggets of conventional “wisdom”...
Everyone who loves creating and managing promotions, raise your hands. Hmmm. Looks like we might be the only ones in the room. Truth is, planning and managing promotions takes a lot of work. You have to vet and invite potential partners. You have to capture and manage...
It seems most media strategists and buyers rely on media partners to suggest added value. (And believe it or not, we’ve seen plenty of media buys that actually pay for added value…which really isn’t added value at all. It’s added expense.) Can you guess what media...
As the old axiom goes: business is built on relationships. Unfortunately, in the world of media strategy and implementation, those relationships can be dysfunctional. On one side, it’s easy to get chummy with media reps. They’re charming, and friendly, and...
The data says what the data says. Unless, of course, the person presenting the data has a hidden agenda (or a not-so-hidden agenda). Let’s be honest: many people paint themselves in the best possible light. Media people are no different. They’ll pick the charts, data,...