Corporate Identity: It's More Than A Logo

Let’s say you’re the marketing director of a professional services firm, the director of corporate communications, or the company president. You know you’re good at what you do and that your company provides outstanding services. What’s troubling you is the dissonance between these outstanding services and the level of corporate marketing collateral and the web site. You’re worried that marketing communications are sending mixed messages and thwarting business development efforts. In fact, corporate literature design has become a reactive process, often driven by the need for a piece for an upcoming event. With clients and prospects savvier than ever, you’re concerned that the right image for business has not been created.

Is Small Business Branding More Important Than A Personal Touch For A Sole Proprietor?

A brand is quite important to a big corporation. It's not as important to a sole proprietor. Think about that when creating an image for your business.

Freelance Copywriters: 'You Cannot Be Serious!'

I'm not saying that you should be controversial for the sake of it. In fact, controversy may be the last thing that you want. But let’s face it, controversy sells! John McEnroe, Kate Moss, Dan Brown, The Rolling Stones, George Galloway, Eminem, Kurt Cobain, Apple Macintosh - are all examples of controversial or converse brands that sell ...

Branding and Distinctiveness: Are You Telling Me It's Okay to Ignore You?

If you are a self-employed person or small business owner with a website are you engaging me immediately in a compelling dialogue from the moment I find your website? Are YOU so clear on who you are that the whole concept of competition has become a meaningless and arcane concept? If you don't get this you are losing customers. A lot of customers.

Save Hundreds of Dollars on Your Insurance from the Reptilian Insurance Company

You have to love the branding of the Gieko Insurance Company Gecko. Brilliant marketing and you have to laugh because it is so ridiculous and funny to listen to a Gecko with an Australian Accent no doubt tell you that you can save hundreds of dollars on your car insurance by switching to Gieko.

Logo Design Tips for Effective Branding

Learn how to create an effective logo quickly! Tips for effective branding.

Why You Should Run Away From An Ad Agency That Talks About Branding (Before Your Wallet's Empty)

Why Branding is a disservice to the buying public. It's like having a lamp and hiding it under your bed. The light doesn't help you. The light doesn't help your family members and friends. What's better than branding?

Branding Speech; It Started With Cattle

The other day I was giving a speech to a group of Business Students at a local High School, it seems that the local Future Business Leaders of America has heard I was in town giving a speech to a nearby college. Sure enough it is a somewhat small town and the asked if I would speak. How could I say no?

How Brands Die

Do Brands really die or do they simply fade away? How come we have brand names, which are all the rage and then within a few years the fad fades away? Remember Izod or Alligator Shirts and Socks? Well where are they now? Did you know they are trying to remake themselves and in Europe on their website they now say it is a crocodile?

Steal From The Market Leader

Category benefits are a poor substitute for brand meaning and brand definition. It is one of the major pratfalls in brand development and a trap into which many brands fall victim. Defining your brand by such benign promises is a sure fire bet to promote the market leader — not exactly what you have in mind when your goal is to grab market share and outsmart your competition.

HELLO My Name is INTERVIEW

Benjamin Bach chats with Scott Ginsberg about the past few years wearing a nametage 24/7, launching a writing and speaking career, and being a young entrepreneur.

Mission Statement or Mantra: Which Do You Have?

Do you have a mission statement? What do you do with it? It is painted in your lobby, saved as a screen saver on your computer, tattooed on your arm? How does having a mission statement improve the customer's experience, or does it? Do your customers and employees know what you stand for?

Position Yourself In the Market and Cut Down on Unnecessary Advertising

It doesn't really matter if you don't know what works and what doesn’t work at first. What matters is that you take responsibility to control and watch where your money is spent and start cutting down on unnecessary advertising.