Every year, several significant brands spend thousands of dollars on redesigning their logos. I’m reminded of this when I go to the grocery store and can’t find my favorite cereal because they’ve changed the packaging again. So, why risk losing the brand recognition you’ve worked so hard to build? 1. Logo is visually outdated In [...]
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What do the Walkman, online banking, and the rock band DEVO have in common? A true innovation needs creative marketing to explain what it is, what benefits it offers, and why in the world anyone would want it. Learn about the unique set of tools available for marketing innovative products, from using analogies, to targeting [...]
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Recently, blogger Penelope Trunk announced that she is separating her blog from her brand (Brazen Careerist). My first thought was, “is that even possible?” Her blog bills itself as “advice at the intersection of work and life,” and given her peculiar life and work, it actually works. Every post attempts to offer some useful career [...]
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“I don’t get no respect!” That was Rodney Dangerfield’s catchphrase. I say this is terribly true today in the universe of electronic communications where, I point out, it is we that don’t give any respect. In our typing and our composition we are lazy, slovenly, careless, thoughtless, nonchalant — in short, downright disrespectful — and [...]
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Both Business Plan Pro and Marketing Plan Pro powered by Duct Tape Marketing stress the importance of understanding your target market. Who needs your products or services, and values them? What can you do for them that nobody else can? What factors drive their purchasing decisions, and how do you build and retain their loyalty? [...]
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The current Cash for Clunkers incentive presents a good opportunity for re-evaluating your business use of vehicles.
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I’m fascinated by the hubbub that Tropicana created by changing their branding. Have you seen this? A while back, Tropicana decided to change their boxes from the straw in the orange look to a new, cleaner looking box with a “crate and barrel glass” filled with juice on the edge of the box. The move, [...]
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My drive home is usually fairly boring. It’s a straight shot from my office in Eugene to my house in Springfield. Takes, on average, 15 minutes to drive (the speed limit) and if I catch the lights right, I only have to stop once the whole way there. There isn’t much traffic to speak of [...]
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It’s no secret we’re big fans of John Jantsch around here. So it was exciting to read about a new webinar he’s involved in concerning something we get a lot of questions about. Branding. John writes: Please join me and a very fun panel of small business branding pros on Wednesday, March 18th at 11am [...]
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