The World of Whitepapers
Most marketing organizations churn out whitepapers by the boat load. But few have established best practices for this age-old stand-by piece of sales collateral.
August 19, 2008
July 02, 2008
The Consumer is the Boss
In today’s fast-paced marketing world, you must appreciate who your consumers are and how they live. Only then can you deliver a product that improves their lives.
April 03, 2008
Do You Need a Corporate Brochure?
Your corporate brochure is probably the most important, and costly, piece of collateral you will produce. But ... do you need one? Many times the answer is "yes." However, there are times when the answer is a resounding "no."
March 30, 2008
Get Your Brochure On
Your corporate brochure is the king pin of your collateral arsenal: it sets up the key messages and positioning for all your other marketing documents. As such, it is probably the most important piece of collateral you will produce. It must tell a story that is both compelling and credible. It must explain your vision, your strategy, the strength of your company, and your commitment to quality and service -- all in 10-20 pages.
March 24, 2008
Delight the Consumer
The aim of every brand should be to delight the consumer at two critical "moments of truth" -- when they buy a product and when they use it. To achieve this goal, we marketers need to put the consumer at the center of everything we do: we need to realize that the consumer is the boss.
February 05, 2007
Soggy Game. Soggy Ads.
Despite overwhelming hype before the game, this year's crop of Super Bowl ads disappointed fans and marketing experts alike. With prices reaching $2.6 million for a 30-second spot, it seems advertisers, like the Bears, blew it.
January 14, 2007
Super Prices for Super Bowl Ads
With competition for consumers' "eyeballs" intensifying, some advertisers are paying more than $2.6 million for a 30-second commercial in Super Bowl XLI. Accoridng to media reports, Even with these lofty prices, most of the commercial spots for the first half of the game are sold out.
January 12, 2007
Pepsi Puts the Fizz Back in Its Brand
In an attempt to sweeten soft drink sales, which have lagged in recent years as demand for healthier beverage options grows, Pepsi is launching a "global brand re-style." The soft drink maker is wholly changing its brand and packaging to ensure it stays relevant to the growing youth market in the US and abroad.
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