Brand guidelines are so formulaic...
Creating or refreshing a brand is so much more than “look and feel”, color schemes, typography or a logo. In doing some research on exemplary brand guidelines recently, I saw a small blog post that I liked that lamented the challenge of getting good guideline examples. I am not sure if he ever succeeded. There needs to be a blend of the message and story (it’s...Why are most branding efforts hard for p...
When an organization wants to go down the path of strengthening, refreshing, repositioning or redefining its brand, the process can typically be long, painful and fundamentally confusing. Brand essence, positioning, promises, attributes, architecture, pillars, value drivers. It is no surprise that the process can leave most executives scratching their heads. What does all of this mean?...Google struggles with an elevator pitch ...
Posted by
jmccormack in
Marketing Insights, Strategy & Branding, Technology on
October 28, 2009 |
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When Google boldly proclaims that its latest innovation “will kill e-mail and forever change online communication” yet they struggle to explain what it does, you have to wonder. Maybe it will be the next “killer app” but I find it amazing how even journalists cannot make sense of it. Check out the CNN video here: Google Wave and a sketchy elevator...
Brevity and humor: a recipe for online v...
Posted by
JoeCleveland in
Strategy & Branding, Technology, Visual Narratives on
April 4, 2008 |
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Below is a video which summarizes Steve Jobs’ 90-minute presentation at Macworld 2008 in 60 seconds. This video makes two compelling arguments for today’s online video formula:
1. Brevity makes content easier to share. People just don’t have time to view lengthy content. Staying brief will ensure your content is more memorable to viewers.
2. Humor can help drive people to...
Social media: traditional agencies just ...
Posted by
jmccormack in
Social Media & Public Relations, Social Networking, Strategy & Branding on
April 3, 2008 |
2 Comments
According to a recent survey, traditional agencies don’t understand social media and are ill equipped to help their clients navigate the changing landscape. There’s a lack of competence of the needed skills in social network and video sharing – as well as a traditional compensation model – that prevent them from adjusting.
According to analyst Jim Nail,...
Storytelling is more effective...
A recent study by the Advertising Research Foundation demonstrates that a solid story- not overt product positioning – is a more effective way to connect with your audience. My perspective is that you don’t really need a survey to prove that, we all know from experience that we prefer to hear a good story and not be sold. Yet, it’s taking Madison Avenue ad agencies...Five keys to succeed with direct mail...
Make them an offer – give them something worth responding to now Create a follow-up strategy – expect them to ignore you at first, and plan how you will follow up Be creative and compelling – ensure that your piece stands out against competing offers Speak to the needs of the audience – can the recipient even relate? Build or buy a bullet-proof list – will...Delivering the Perfect Pitch...
Posted by
jmccormack in
Marketing Insights, Message Development, Strategy & Branding on
May 1, 2007 |
No Comments
Most businesses would fail miserably if held to the challenge of describing their businesses in 10 words or less. Business Week, in a recent article, described how Microsoft and Tellme succeeded to simplify their pitches. My suggestion is not to aim for 10 words but to try to deliver your story in less than 60 seconds. Given enough training, any one can toss out a catchy phrase, but can...
Ogilvy’s New Digital Chief Discuss...
Posted by
jmccormack in
Marketing Insights, Strategy & Branding, Technology on
April 19, 2007 |
No Comments
In a recent interview with several of WPP’s senior excutives, WSJ’s Brian Steinberg addresses one of the pressing issues impacting all agencies: how to find people with deep digital experience. The game is changing so fast, that supply and demand are out of sync. According to the article, “Ogilvy’s move is the latest sign that big traditional ad agencies, under...
Big Media Companies See Shift...
NBC Universal names digital chief. NEW YORK, April 27 (Reuters) – NBC Universal on Wednesday named a president of its digital media unit as it focuses on expansion in high speed Internet and wireless services. The company, controlled by General Electric (GE.N) named Deborah Reif, formerly NBC Universal’s executive vice president of financial structuring, as the president of...
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