July 16, 2018

Planning Strategic Marketing As You Go

Last week we hung a new poster on our office wall. No matter how much I like it, this is relevant now only because of what it says: “We have a strategic plan. It’s called doing things.”

If marketing is nothing more than a gigantic chicken and egg problem, this quote from Herb Kelleher (former CEO of Southwest Airlines) solves the chicken side. Don’t stop. Just live. Go forward and adjust on the way.

April 1, 2013

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November 1, 2012

Looping Your Marketing

Too often we think of marketing as a once and done, unconnected activity. When our marketing choices were limited to direct mail, television, radio and print, this might have been the case. It was difficult to connect each media to the other through anything other than message and brand. Now the world has changed. Not only has technology allowed us to connect multiple media seamlessly, it also allows us to create messaging campaigns that combat our ever shortening attention spans.

October 29, 2012

Be Sure to Support the Life of Your Brand

I am an unabashed car enthusiast just as likely to quote horsepower numbers from the 1960s as I am to talk about advertising. As a graphic designer, cars provide an endless supply of inspiration in color, attitude and shape. Every one has the same goal, but each gets you there in a slightly different manner. They're also a wonderful study in branding. Each manufacturer crafts their own brand, sometimes many under the same company. Miss the target market though, and you're out millions of dollars. Talk about a lot riding on a brand - entire factories are built on the hope that it appeals to the market.

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