Frankly, brand manifestos aren’t for everyone. Not every business needs to change the world to be successful. Not every CEO is a passion-fueled vision-machine. Let’s look at the ingredients that make up and feed into a great brand manifesto: Impact: … Continued
Practiced poets have several advantages over other ad writers who have never striven to pen a sonnet or a haiku. What’s this you say? What does the tender, ambiguous world of poetry have to do with the hard-edged, sassy world … Continued
There are a myriad of ways to inspire people to buy something. Humor helps. Making customers feel cool can work. Motivation through fear can be effective. Even disparaging consumers can work in the right context. But for my money, the … Continued
I’ve been thinking that one of the things I want to do with this blog is provide creative and advertising folks both an idea resource and creative process aides. So to kick that off, here is a basic checklist on … Continued
Every company, and their company dog, has a blog these days. Your company needs one too right? Definitely maybe. Read on. I believe there are three key requirements for effective blog marketing. If you have these, all else will follow. … Continued
You want to know the one thing that all effective copywriters do well that allows them to turn in great ideas and copy again and again? It’s not a reference source (although those help). It’s not a set of mental … Continued
When it comes to defining a purpose behind your brand’s online messaging, it becomes critical to consider the medium, and the nature in which consumers online engage with content. The instinct of many brands new to online marketing is to … Continued
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