Overcoming Insecure Copy Does your messaging leave your customers underwhelmed? Do your words try really, really hard, but fail to impress. Does your copy just sit there, taking up space that could be better filled by your logo and maybe a picture of the company dog?...
While pharmaceutical advertising seems to have exploded in the past decade, it’s been more of an evolution of laws rather than revolution of communication. The only thing more complex than US pharma communication laws might be the US tax code. In short, compliance can be...
Product naming occupies an interesting space within the larger marketing mix. It can be driven by left or right brain thinking, it can be rooted in function or emotion, it can be anchored in relevance or irreverence. Form vs function, emotion vs description. For every...
After a Long Discovery Phase, Augmented Reality Enters the Real World Like many technologies that don’t fit neatly within the existing world view, Augmented Reality went through a number of false starts. The idea of augmenting one’s reality—introducing computer generated images and information to one’s surroundings...
Wells Fargo has been doing public relations for all the wrong reasons. The banking company—with a market capitalization higher than Bank of America—agreed to pay a $185 million dollar fine for “signing up” customers for accounts they didn’t authorize. These same customers were then charged...
A Different Kind of Approach for a Different Kind of Audience Marketing that targets millennials can be a tricky proposition. There are plenty of stereotypes and an abundance of unflattering anecdotal evidence floating around to pull your message astray. But most of these tend to fall...
“Many a small thing has been made large by the right kind of advertising.” Mark Twain What Mr. Twain doesn’t reveal is what ‘the right kind of advertising’ is. Fortunately this isn’t a problem if you prefer to focus on what works rather than what’s right....
Two of the better known brands in America are suffering from an identity crisis. In the run-up to the quadrennial sales pageants known as the primaries, both the Republican and Democratic establishments are undergoing a period os soul searching. Too bad their consumers aren't. Oxymoronically called...
Marketing is all about making yourself prominent. But we know that before every “PT Barnum Moment” in the spotlight occurs, there are many an hour spent laying the groundwork for it all to go just right. Whether it’s developing a comprehensive direct response plan, navigating...
Interesting story in the WSJ about the steady death of the word ‘innovation’. Like each summer’s mega-breakthrough pop song that hooks you at first, but then gets played to death, the word innovation has been heard and seen so much that it’s all but dead, even...