Management guru Tom Peters once said, “Too damn few of us take packaging design as seriously as we should. When we consider it at all, it’s nothing more than a patina… a little something on top.” He was referring to CEOs and CMOs of multi-national corporations. The problem is even worse in small companies. Packaging […]
Packaging design — unwrapping a critical element of your brand Read More »
Professional services marketing is one of the toughest specialties in my line of work. First of all, marketing an intangible service is much harder than marketing a tangible product, like a tasty new food item. Second, it’s hard to know where to spend your money, and which tactics are appropriate for a professional services
Lessons learned from 30 years in a professional services business Read More »
A lot of marketing people seem to think that branding ads are a waste of money. As if “branding” and “results” simply don’t go together. I think Subaru and many other iconic brands prove that wrong. And I’d also contend that every ad, every social media post, every email, every touch with a prospective buyer
How to do great branding ads — Subaru scores with skier-focused print. Read More »
I don’t know what it is about automotive advertising. No other category is so rich in promise, yet so void of inspiring insight and unique execution. But there is something any marketer can learn from the long history of mediocre automotive advertising. For instance, there’s a nice Alpha Romeo ad for the Giulia… Gorgeous video of
Automotive Advertising: Another ride down that twisting, mountain road of tired clichés. Read More »
In the world of branding consultants, Scott Bedbury is kind of a big deal… He worked at Nike during the “Just Do It” years. He helped Howard Shultz build the Starbucks brand. His book, “A New Brand World” is a must read in our business. Tom Peters calls him “perhaps the greatest brand maven of
Living The Brand, Scott Bedbury Style. Read More »
