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Big gray blobs. What can we do about Text? 23 Aug 2013 | 10:43 pm
An art director who worked for us years ago used to call copy “those gray blobs that [foul] up my layouts.” He was only half kidding. As marketing evolves, we keep returning to the problem of text. ...
Old school sales vs. marketing, toasters made from scratch, and math. 20 Aug 2013 | 10:07 pm
Sales vs. marketing? Special attention to the “versus” part today. We talk to companies of all sizes and categories, often sorting them into sales-driven, outbound-marketing-driven, inbound-marketing...
Page 1 SERP guarantees you… nothing. It’s only 1/3 of a solution. 11 Aug 2013 | 05:08 am
Reaching the top of search engine results pages (SERP) is every brand’s dream. As if page 1 of Google = hitting the lottery. SERP city, here we come…. Companies on that SERPin’ safari sometimes fall ...
Company naming trends 7 Aug 2013 | 11:54 pm
We were interviewed by the Brazilian equivalent of the Wall Street Journal, Folha de Sao Paolo, about company naming trends, fads and best practices. If you’re not fluent in Portugese, an on-page tra...
How much does Big Data weigh? 5 Aug 2013 | 04:15 am
How many people are needed to lift Big Data? After all, we’re told the main reason for the announced mega-super-colossal merger of two ad giants is, um, “Big Data.” We remain puzzled. They apparentl...
Why beer advertising fails: Anchored Creativity™, Part 2 19 Jul 2013 | 09:22 pm
Think about beer advertising. If you’ve lived long enough, you’ve seen a mind-numbing parade of beer advertising, year after year after year. Some campaigns were memorable, but most were forgettable,...
Let’s celebrate Anchored Creativity. Forget “disciplines.” 18 Jul 2013 | 10:55 pm
Why anchored creativity™? We polled our readership, asking for a preference between “disciplined creativity” and “disciplined imagination.” Both of them went down in flames. And rightly so. “Discipli...
Poll results: Disciplined Creativity vs. Disciplined Imagination 16 Jul 2013 | 03:02 am
Recently, we polled our readership about our use of “disciplined creativity” and whether we’d be better off talking about “disciplined imagination.” If you need your memory refreshed, here’s the origi...
How to expand 1000-fold: Franchising? 10 Jul 2013 | 06:19 pm
I was reminded recently about the time I worked with the late Dave Thomas on the grand opening of his Wendy’s store #1000. He told me that if you can open location #2 and 3 and 4 without being physic...
Brand Linkage 7 Jul 2013 | 07:00 am
Brand linkage fail: “Saw a great ad – don’t remember who it’s for –” Marketing that fails because of brand linkage tends to be more painful (and more expensive) than other kinds of failure. To illust...
