Posts tagged as:

promotion

Describe, command, ask: The 3 types of taglines

10.27.2010
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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 [...]

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Tagline is as tagline does: A classification

10.26.2010
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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 [...]

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Applying the principles of “Reuse” in your marketing

04.13.2010
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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. [...]

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Are you a pitcher or a teacher?

03.29.2010
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I see this at professional development events all the time: A speaker gets asked to share her opinion, expertise, experience, or other kinds of wisdom, and what the audience hears instead is a pitch – for the speaker herself, for her product, or her company. I’m sure you’ve experienced it yourself, and it probably made [...]

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Eco-labeling vs. greenmuting: What’s right for you?

01.13.2010
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A while ago someone asked me whether my business card was printed on recycled paper. Yes, it is, I replied. Why, then, the response went, is there nowhere on my card a corresponding symbol to be seen? And, What if, when deciding whether to keep the card or do business with my company, a prospect [...]

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Applying positive psychology in marketing

01.04.2010

Positive psychology keeps cropping up on my radar, whether it be through works like Flow: The Psychology of Optimal Experience or the “Stiglitz Report”. In a nutshell, if traditional psychology deals with pathologies of the human psyche like mental illnesses, positive psychology focuses on human strengths and virtues, studying ways to enrich individuals’ lives. What would [...]

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Where are the trees? How to keep misleading claims out of your marketing

10.21.2009

“How many trees must be lost so you can print your e-mail? Print responsibly.” “Think before you print and save a tree.” “Save Trees. Print only when necessary.” “By not printing this email you’ve helped save paper, ink, and millions of trees.” These are just some of the statements I’ve seen in email signatures, in [...]

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