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What is copywriting for marketing?
Today’s copywriting is shorter, active, specific and actionable If you’ve been wondering, “what is good copywriting?” we have some advice. Whether you begin with a sharpened pencil, your favorite pen...
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Message strategy guides brand perception
Message strategy or messaging hierarchy–overview vs. specifics Message strategy, positioning, brand messaging, messaging hierarchy are all foundations of effective marketing. But where do you start?...
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Creative marketing concepts are visual and verbal
Creative marketing concepts drive response Action, lots of action. (No napping.) Isn’t that what you expect from your marketing? People to respond–call, refer, click-through, share the story. All great...
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Why is packaging an important “point of choice”?
Drive response when you build your brand at the point of choice A point of choice is the place where a buyer will take action. In the store, packaging is an important point of choice. What action moves...
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Rename and Rebrand : Are you ready to embrace the change?
You’ve realized you need a rename and rebrand. Your name says nothing about what you do. People struggle to pronounce it. The only person who thinks she knows what you do is your mom … And your logo...
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Rebranding definition … make it work for you
How you define your rebrand depends on your goals. Rebranding is no simple task, however you approach it. It takes time, focus and deep inquiry. What are you trying to accomplish with your rebrand?...
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Integrated marketing communications … is it branding?
Before “branding” was a buzz word, there was integrated marketing communications When I began in the design and marketing business, in the early years of Creative Company (1978 to 1988 or so), the term...
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Is it time to rebrand? Four economic reasons
Four economic reasons it’s time to rebrand or repackage The economy is moving again. Marketing continues to transform. We’re hearing “I need to update my marketing” or “It’s time to rebrand.”...
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Brand positioning is critical to marketing success
Brand positioning is visual, verbal and conceptual. Your brand’s attitude, style and tone must be chosen to portray your positioning quickly to the right audiences. Don’t waste your time and money on...
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Time for a marketing expert? Or live with the symptoms?
Diagnosis needed? Sometimes it’s easier to ignore a problem. Take a pill for a toothache instead of visit the dentist. Ice a swollen ankle—maybe it will improve—rather than see a doctor. But when we...
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