If You Don’t Know Where You’re Going, Any Road Will Do

May 27, 2010

An effective advertising strategy knows what it needs to do, it knows where it’s going and what it’s trying to deliver. This seems simple enough, but I keep seeing posts, here’s one on Biznik, LinkedIn Direct Ads vs. Google Adwords: Which one is better?, and tweets about adverting, that keep missing this fundamental point — [...]

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Engagement – The Key to Effective Marketing Communication

September 28, 2009

Tell me, I’ll forget. Show me, I’ll remember. Involve me, I’ll understand. – Chinese Proverb Your marketing communication is much more likely to be effective if your target consumer finds the advertising relevant and engaging. For example, this pair of transit posters (The picture was taken with my iPhone in a BART Station last year [...]

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So How do I Create a Brand?

June 29, 2009

Lots of people study and think about branding with way more intelligence and resources than is available to your humble servant. I try to stay abreast of the latest thinking, The Trouble with Brands for example, but I keep wondering if these writers have missed an important point. Well, actually, I think they miss several [...]

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