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Take a Position/Build your brand

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 — …

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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 …

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Memories Fuel Fair Marketing

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 …

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Campaigning for a Cause

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 …

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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 …

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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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