Posts tagged as:

branding

Describe, command, ask: The 3 types of taglines

10.27.2010
Thumbnail image for Describe, command, ask: The 3 types of taglines

Each type of tagline has its pros and cons (see also this alternative tagline classification). Descriptive taglines Descriptive taglines describe the brand or product: ‘what we do’ (“We bring good things to life.” –General Electric), ‘who we are’ (“The happiest place on earth.” –Disneyland), product features (“Melts in your mouth, not in your hands.” — M&Ms.), product uses [...]

5 comments Continue reading →

Tagline is as tagline does: A classification

10.26.2010
Thumbnail image for Tagline is as tagline does: A classification

The process of creating from scratch a brand for my new venture GoodBookery got me thinking about taglines. Should you or shouldn’t you use one? If you decide to go for it, what kind of tagline should it be? And, how do you create a great tagline? “The idea behind the concept is to create [...]

1 comment Continue reading →

Do-It-Yourself collateral? Make some!

05.27.2010
Thumbnail image for Do-It-Yourself collateral? Make some!

As much as I expect to frequently encounter manifestations of Portland’s DYI culture, I can still get surprised. Take Jayne Cronlund’s hand-made business cards: on the front, a watercolor motive and hand-written name of her new business (Flourish does leadership coaching and training), and hand-written on the back her name, phone number, and email. As a [...]

1 comment Continue reading →

Applying the principles of “Reuse” in your marketing

04.13.2010
Thumbnail image for Applying the principles of “Reuse” in your marketing

This is the sixth post in a series on improving the environmental sustainability of marketing communications. Previously: Measurement (in two parts); A model; Rethink; Reduce. Today: Reuse. *** If Reduce depends on measurement, Reuse depends on design, both in marketing communications and in general. Repeated use of an item, or its part, must be built into it at the outset. [...]

2 comments Continue reading →

Introducing the “Age of Conversation 3″ authors

03.22.2010
Thumbnail image for Introducing the “Age of Conversation 3″ authors

I’m one of the authors of the upcoming crowdsourced book Age of Conversation 3: It’s Time to Get Busy. My chapter’s title: “Conversation as a driver of social sustainability” (I’ll be able to share it with you after the book is out). The manuscript is finally in the hands of the publisher and will be [...]

1 comment Continue reading →

Summarizing the Sustainable Brands Boot Camp

03.04.2010
Thumbnail image for Summarizing the Sustainable Brands Boot Camp

Now that the Sustainable Life Media’s Sustainable Brands Boot Camp* has concluded, I’d like to reflect on the experience. The Boot Camp confirmed for me that content trumps form. SLM labeled the Boot Camp as an “introductory course for executives and managers seeking to understand how to step up to today’s market demands and learn to [...]

0 comments Continue reading →

Review: “Chief Culture Officer: How to Create a Living, Breathing Corporation”

01.08.2010

If a company truly wishes to satisfy its customers’ needs and does its due diligence in market research, social and cultural factors will emerge as critical. To say that a company’s success is tethered to its ability to detect and adapt to changes in broader culture may seem redundant. Yet that’s part of the argument [...]

1 comment Continue reading →

← Previous Entries