advertising

Tell stories. Stop advertising.
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Truth be told advertising has always had a measure of story telling.  But the stories too often have been inward looking.  They have been about products and why you should love them and buy them. A Nielsen Global Trust in...
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Is the medium more important than the message?
As marketing folks we talk the talk about being relevant to our consumers, but do we walk the talk?  In T&T we are still largely using traditional media to reach our targeted consumers; so press, radio, TV, billboards are the...
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Do you tell your dentist how to fix your tooth ache?
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So why do you tell your ad agency how to make better advertising?  I actually know the answer.  Advertising is more accessible than dentistry or law, or accounting or information technology or OSHA.  Everyone has an opinion and because advertising...
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The Moo-volution of a Creative Idea – Part 2
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So... How does one do an ad campaign about a cow without using a cow? I doubt Einstein had a more difficult problem to figure out. The following day, I called for a brainstorm session with my guys (and gals)...
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Purple cow advertising.
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10 reasons I like this ad: It fits Moo's fresh positioning (made from fresh cow's milk never from powder)  It's fresh! It was driven by an inspired and inspiring client It continues Moo's leadership position It is brave (no logo...
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Brand Architecture is not Brand Strategy.
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Massy is following a Masterbrand brand-architecture (with a few exceptions) where most of their companies are called by the name of the mother-ship.  According to the Distility Blog, Brand architecture " is a higher-level plan of your brand eco-system, so you can...
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Pepper turns nine – piece of cake?
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In a few days pepper turns 9.  Here are 9 lessons I've learnt: I'm a dinosaur.  The new media is nothing like press/radio and TV and new media is the future Outsourcing is not a sign of weakness.  Done right,...
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Make a Presentation. Not a Readation.
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Recently, I was part of a panel giving some EMBA students feedback on their presentations and I realized that they put so much into preparing the substance of their cases that they didn't give enough attention to how they presented...
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How do you make up your mind on where to work?
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When I first started working, there was no question about working for yourself.   My mother drilled into us that we needed to go work for someone, preferably a strong established company like Neal & Massey.  So when I started...
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Top trends in print design for 2013
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Print design was more vibrant than ever before in 2013.  It seemed that designers didn't hold back, but experimented more than ever in order to get their pieces noticed.  The cost of print may be high in contrast to designing...
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My Christmas gift to brand managers.
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So how do you make sure your brand wins in 2014?  In short, stop following the crowd. Start your own movement.  You may have noticed that it's getting harder and harder to reach people.  So you have to be maniacally...
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6 Biggest challenges facing marketers in T&T.
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Measuring ROI on investments Creating positive customer experiences Branding and brand discipline, in a sea of products and brands Mining insights by leveraging data Acquiring new customers Keeping existing customers
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