Key objective: To build a premium website that follows all web standards, while making it easy and efficient for web crawlers, etc., to scan and rank the site. Search engines are sophisticated and can determine when a page has been “stuffed” with keyword rich content and “black hat methods” to try and trick a...
Product innovation? Check. Secured distribution? Check. Market Need? Check. Competitive Position? Check. Appropriate Price? Check. Now what? Cue the first planning meeting…. Long Pause. Well, definitely a website. Yep, and we’ve got to have good sales collateral for the trade. We won’t sell anything without some awareness. How ‘bout a TV spot! No, wait,...
The best brands prosper and grow during challenging times by innovating better than others.
I’m loving how Dell’s latest advertising campaign is moving away from the dross of commoditized, price-featured ads toward something more premium. This week’s Adweek article reveals the latest campaign theme by Wunderman, “You can tell it’s Dell.” The campaign features innovation and design, adding a twist of Apple-esque “That’s so cool” mojo. I’ve got...
Sometimes we have premium branding opportunities right before our eyes...and don't even know it!
My family is very aware of breast cancer, and not just because it’s Breast Cancer Awareness month. And not just because of all the pink lids and ribbons donning the packages of groceries on every aisle. My mother has battled with this scary disease for more than a year now, and along with it...
Heard any good jingles lately? I’ve been noticing more and more recently. Not all of them good, mind you, but real jingles, nonetheless. Some of these include efforts from Free Credit Report.com, JG Wentworth and McDonald’s, among others. It seems there’s a resurgence of custom advertising tunes, or “jingles,” being used again in TV...
Sure, it’s been hot outdoors just about everywhere this summer. Here’s something that’s hot for many brands: outdoor, also known as out-of-home, or billboards. Outdoor has always been a favorite media of mine, due to it’s challenging creative canvas: you basically have room for 7 words or less to make an impression that lasts...
Does the name James Dyson ring a bell? It should. As the inventor and marketer of revolutionary Dyson Vacuums, Mr. Dyson has cornered the market on unconventional thinking for a very conventional task–vacuuming carpets and rugs. Mr. Dyson’s fresh, new approach to the technical aspect of dust removal and collection proved that if you...
Years ago an assignment came across my desk to create some “indoor” advertising for a client. A little investigating revealed that “indoor” referred to bathroom/urinal ads. This was uncharted territory for us at the time so we attacked the job eagerly, crafting clever, pun-filled creative to make the most of this new environment. Today,...
