Take a Position But not just any position. If you want your branding efforts to be successful, you need to develop a strong Positioning Statement. Use these guidelines — It’s what you’re the best at — what do you do better than anyone else in the market? It’s important — …
FUNNY IS FINE…IF IT REALLY IS FUNNY We’re sitting in the darkened editing suite. We just viewed a commercial I shot and edited. A client asked me to shoot what he thought was a funny concept. I cringed, but wanted to keep the client happy. So now I was asking …
I could see the rides. I could hear the midway game barkers. I could smell the french fries and…well…the horses that apparently had their dinner earlier that day. It all seemed so far away even though were were close. My five-year-old feet were tired from walking to the entrance from …
Can you pass a levy without spending heavy? The answer is YES. Several months ago, we faced that question when we took on the challenge of managing a campaign to pass a 3.8 mill Police Levy in Boardman. And the levy passed by more than a thousand votes with almost no heavy …
What is in a brand name that makes it special? Can it really make a difference? Or are there other factors that determine the success of a brand, like extensive advertising campaigns? Let’s face it, with enough TV spots, we can make the name “Humperdink Hamburgers” work for the name …
My earliest positioning impressions of San Francisco came from Rice-A-Roni commercials and the TV show staring Michael Douglas and Karl Malden as cops. Every so often I have to travel to San Francisco for business and did so last week. And maybe it was the five-and-a-half-hour flight, but I couldn’t …
DRESSING QUIRKY I get away with a lot…especially when it comes to my business attire. You see, I tell my professional clients (male) they should wear a tie and jacket at public or business events and meetings because it sends a message to the others that says, “you are important …
Starbuck’s, McDonald’s, Mercedes, BMW, Nike, Reebok, Budweiser, Coors, Raisin Bran, Special K, ESPN, NFL, Home Depot, Loews, Macy’s, Target and dozens of other brand names are well known to me. But yesterday, all of these names faded away. A new name overtook every brand I ever knew: Nico. NICO was …
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