Category Archives for "Advertising"

7 The corporate head shot vs. good personal branding.

Recently we had a client who didn’t like the photos we had taken for her website. Said they didn’t look “professional enough.”

In other words, she didn’t like that we did something different than the usual, corporate head shot.

The problem is, in this case, “professional” translates to invisible. Everyone has a boring “professional” portrait with no personality. Doing the same thing is the worst thing for your personal branding efforts.

3 The secret, missing ingredient of content marketing.

It’s the age of information, and much of the marketing buzz these days revolves around “content marketing.” Especially for business -to-business marketers, it’s all the rage.

We have YouTube videos, webinars, articles, blog posts, 24/7 Tweets, Powerpoint Presentations, Facebook updates, websites, ebooks, and white papers coming out our ears.

In many cases, it’s just too much information. Or at least, too much of the wrong kind of information.

In an effort to “push valuable content” to prospects, some internet marketers are inundating people with more and more information. And there’s something troubling about the quality of that content:

read more

3 Three logical reasons why brands need more emotional thinking.

In the battle between right-brained marketing people, and left-brained finance people, the left brainers usually win.

They have data, spreadsheets, and the graphs to support their decisions. We have gut instinct, intuition, and experience.

But we also have some good, empirical evidence that suggests the analytical approach really isn’t the way to go when it comes to many business decisions. Especially when it comes to branding.

6 Small brands, big attitudes. How to create an XXL brand personality

What does it take to turn a typical small business into a powerful brand? Why do some businesses — with relatively mundane products and services — take off, while others stagnate?

Often it comes down to personality. Or lack thereof.

5 How to make your website work — on many levels.

There seems to be a trend in website development these days… more and more cookie-cutter, template-driven websites that are wearily one dimensional.

The fact is, if you want the maximum return from your website investment, it needs to work on many different levels.

3 Success in copywriting: Mix up the words for better results.

Sometimes, one single word is everything. The difference between a marketing home run and a dribbling bunt. I recently ran into a client who was completely fixated on one word in a headline: “Precious.” “Babies are precious, not parking places,” she argued. “Yes, but diamonds are also precious. And what’s more valuable than diamonds?” I countered.

19 Brand authenticity — Keeping it real, honest, genuine and true.

I hate buzzwords. Every time a new marketing term shows up on the cover of a book I find myself having to translate the jargon into something meaningful for ordinary, busy business people.

Lately, it’s “Authenticity.” Seems “keeping it real” has become a household term. And a branding imperative.

4 Class A Offices. Class C Websites.

Moved into a swanky new office building last week. (Great views of Mt. Bachelor, Broken Top, Three Sisters and the Phoenix Inn parking lot.)

The Alexander Drake Building, Downtown Bend, OR As I was unpacking boxes, lifting heavy furniture and contemplating the feng shui, it occurred to me that professional service firms spend a lot of time and money on their office space. And rightly so.

6 A brand worth watching. And flying.

Here’s a news flash for all of you who are 35 or under: Flying wasn’t always this bad. There was a time when racking up frequent flyers miles was, actually, a little glamorous. You could fly the friendly skies and have a pleasant time. Sometimes it even lived up to the advertised brand experience.

Sorry you missed it.

In the age of strip searches, baggage fees and laptop bans, most airlines are as bad as Greyhound busses. Cattle have it better on the way to the slaughterhouse. Every time I board a flight I think, “wow, there’s gotta be an opportunity here for an airline to do things differently.”

read more