Feb

3

Case study of integrated marketing at work

Filed Under Branding, Newsletters, Websites | Leave a Comment

Hawk Mountain’s recent print competition shows how to generate interest in a specialty product using a combination of event marketing, target marketing, e-mail newsletters, and their website.
The “event” was a yearly print competition for photographers who used their premium, archival, ink-jet paper for entries displayed in photo competitions. It was promoted to professional photographers […]

Jan

20

How to calculate your hourly rates

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Coaches, consultants, copywriters, graphic designers, photographers, and service providers of all types will benefit from downloading Creative Latitude’s free Hourly Rate Calculator. It’s just one of the free documents and templates available.
After downloading it, simply insert your desired yearly income, and relevant overhead charges, into the free template. Within seconds, you can find out if […]

Jan

20

Where does the power of color originate?

Filed Under Branding, Color | Leave a Comment

Last year, Laura Ries, who edits the “must read” Origin of Brands blog, used the term “a color you own” in an interview during which she described the role that color can play in establishing a brand.
The January 22, 2007 issue of the New Yorker contains a great article by Eric Konigsberg entitled Made […]

Jan

19

Relationship marketing–penalizing subscribers

Filed Under Branding, In the news | Leave a Comment

One of my favorite publications has let me down. I subscribe to an upscale photography magazine . About ten days ago, I saw, at Barnes & Noble, that a new issue had jut appeared. “Oh good,” I said to my wife, “It should be here in the mail tomorrow!”
Well, not really. And it still hasn’t […]

Dec

1

This NH veterinarian knows branding!

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“Doctor Nick,” a veterinarian located in a small town along the New Hampshire Seacoast, knows more about marketing and branding than not only his competition, but many web marketers.
Doctor Nick specializes in canine opthamology. When older dogs begin to lose their site, he’s the one that gets referrals from other veterinarians in the area. Instead […]

Nov

19

Review emphasizes “universal principles”

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David Meerman Scott, my guest on a recent Guerrilla Marketing Association call recently reviewed Design to Sell. In his review, David concentrated on my book’s emphasis on the book’s “universal principles” of design, rather than the book’s utility for Microsoft Publisher users.
David is no stranger to taking a new look at a familiar […]

Oct

29

Apple gets it right in the New Yorker

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Apple Computer, like VW, is consistently right-on with their product positioning.
For example, the October 30th New Yorker contains a four-page, black and white insert printed on heavy paper. The headline reads: “What’s the difference between a Mac and a PC?”
Attached to it was a smaller, six-fold, full color brochure with 14 panels (or, selling […]

Oct

24

Perception verus reality: perception wins

Filed Under Branding, In the news | 1 Comment

I’ve always been an enthusiastic supporter of the idea of positioning, as consistently promoted for over 20 years by Al Ries and his daughter, Laura Ries.
The power of a single product to alter a brand’s position was reinforced by an article in the October 23 AutoWeek. Bob Lutz was discussing the need to […]

Oct

24

Looking for a new corporate identity?

Filed Under Books, Branding, Graphic Elements | Leave a Comment

One of the best places to begin examining logo and letterhead design options is Letterhead & Logo Design 8, prepared by LA’s Top Design Studio. You’ll find numerous examples of logos in action, many created by the Top Design Studio.
I’ll be presenting with Peleg Tom, the head of Top Design, at the AWAI Graphic Design […]

Oct

22

Learn how to choose and use the right type

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There are tens of thousands of reasons, i.e. typeface designs, to visit Monotype Imaging’s Fonts.com. You can keep up to date with the latest font releases, search for fonts, enter a contest, ask questions, find out which typefaces are current best sellers, and save money on monthly specials.
There’s also a wealth of articles and book […]

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