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 [...]
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 [...]
Firefly Millward Brown’s New Rules for Brand Engagement study discusses the trouble brands are having effectively using social media. As we have discussed in previous posts, many marketers come across as insincere, pandering, or boring. The relationship/conversation thing seems to still stump many, many marketers. Consider the different Twitter approaches of the worlds’ leading car [...]
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 [...]
Yes, sort of. The old-fashioned document you faxed to a bunch of editors and reporters is dead. The more recent idea of a “social media press release” is also dead—it did more for the PR agency that invented it than it did for people seeking coverage. Yet that doesn’t mean that an evolved press release [...]
If a picture is worth a thousand words, video is worth millions.
Video production costs are shrinking as the tools and technology become more powerful. The value that video can bring to your business, both in effectively communicating with people and in terms of driving traffic to your site, is well-documented. Here are 12 ideas to [...]
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