Insights

WIIFM: Your marketing mantra

WIIFM (What’s in it for me?). If you’re a marketer, WIIFM should be your mantra. You should be asking it about everything you create. Knowing, of course, that the “me” in “What’s in it for me?” is not “you” — it’s your customer. Your audience. Your user. Your recipient. Your prospect. Your reader. Your donor. Your investor.

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Brand Photography: Do you have a unique style?

Photography is often a core element of a company’s brand. Start by thinking about your brand and your core attributes. Are you technical? Serious? Intelligent? Trustworthy? Helpful? Creative? Fun? Now look at your photography. Does it communicate these attributes? How you want customers to view you is the key to your photographic style.

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Naming a Company, Service, Product

Your naming initiative is underway. You’ve assembled a great creative team, analyzed competitors’ names to clarify market positioning, and determined an overall brand structure to accommodate future growth. You’ve sketched out a URL strategy, identified 7 to 10 brand attributes to focus the brainstorming, and secured a trademark attorney. Before you take the plunge into the exciting, always choppy waters of naming, there’s one last step. Make sure you understand the categories of names available to you.

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Is Your Brand Bland?

How long has it been since your brand had a checkup? When was the last time you put on your official-issue marketing lab coat and gave your brand a full-scale physical — from top to bottom? If it’s been a while, you may be in for a surprise. Symptoms like low energy, loss of interest, and lack of focus may indicate a serious marketing malady. Forgive us for being the bearer of bad news, but your brand may have simply gone bland.

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Writing an RFP: 7 Guidelines for Greatness

Many organizations overlook the opportunity the RFP presents, hurriedly creating a “good enough” piece that’s neither clear, nor particularly compelling. Others approach the RFP with dread, repurposing an existing document rather than rethinking the process, the requirements, and the schedule. Here are seven guidelines to help you create a great RFP, in other words, a “Really Fine Publication.”

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The Best Brand Ambassadors: Yes, they’re your employees

You’ve conveyed your brand to customers with a smart, creative advertising campaign, prepared a killer multimedia presentation for your industry partners, and given stockholders the lowdown with an artful annual report. Let’s see, what’s missing? Here’s a question: How have you communicated your brand to employees?

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