Your brand name is a good start in creating the verbal expression of your brand. To convey a richer story, you need more than that. Call it a tagline, strapline, or slogan, a short, catchy phrase may help take many brands to the next level.
I’ve had many clients struggle trying [...]
“Don’t use the F-Bomb” is a seemingly common sense rule when using social media for corporate purposes.
But, common sense is not as common as you might hope.
A purported social media expert working for a leading social media agency tweeted this for Chrysler: “I find it ironic that Detroit is known as the Motorcity and yet [...]
Rance Crain has an interesting post in Advertising Age: “Back in the Mad Men days, when the “pioneers of advertising,” as my old boss Stan Cohen calls them, ruled the roost, it was commonly held that a little exaggeration was not unreasonable to accentuate the selling points of the ad messages.”
Don’t try [...]
Companies struggle with what to say to potential customers and consumers. Too often, they fall back on a recitation of facts and claims:
We are the leading…
For over 40 years, we have been…
Drawing on deep industry expertise, we…
Headquartered in New York City, we are the…
Messages like these are not only boring, they [...]
This blog has railed against the dishonesty behind doublespeak and the long-term damage such “cleverness” can do to the integrity of your brand (i.e. Toyota renaming a “recall” as a “special service campaign”). Using gobbledegook in your brand communications is less sinister, but it still inhibits clear, compelling communication and it definitely can bore your [...]
Burson-Marsteller released a study that claims 76% of blogs were off message. They analyzed more than 150 messages sent out by companies listed in the Financial Times Global 100 and discovered a large gap between the official brand messages and how they were reflected on blogs, in tweets, and on other social media posts.
The brand [...]
The Toilet Paper Entrepreneur has some interesting (if sometimes contradictory) observations, tips and advice for businesses and individuals in this post: Things Not to Do on Social Media Sites
A shocking number of companies miss a critical opportunity to communicate in search engine results. What you say in Google, Bing and Yahoo! impacts traffic to your site and your brand image. Yet, too many companies let programmers write this marketing copy. Here are the five most common search engine results copy writing mistakes:
1) Providing [...]
While I was taking out the recycling, this little brochure fluttered from my empty Ziploc package:
Wow! With a tagline of “Get more out of it!” I expect more out of Ziploc.
Maybe this major brand thought they needed to “do something” in social media, but couldn’t figure out what that something might be. It is hard [...]
Levia® launched a crowdsourcing video contest in September with much fanfare only to watch the entire effort fizzle. Called “Lights, Camera, Healing”, the program asked people to create and submit original videos extolling the virtues of the “healing power of light”. The Crowdsourcing idea famously worked for Doritos® in creating memorable (and cheap!) Super Bowl [...]
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