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...

Online video: a comprehensive roundup...

As a result of the current explosion of online video content, there are countless Web sites devoted to creating, hosting, sharing and promoting online video. In fact, there are so many that it can be difficult to know which ones are really worthwhile. Thankfully, Mashable.com’s Video Toolbox provides a comprehesive review of more than 150 Web sites, platforms and resources for all...

Media 101 – 5 quick tips to gettin...

Know the reporter and the story angle – It’s critical to know who the reporter is and the exact subject of the interview. Go online to read any recent stories the reporter has written, find a bio and don’t be afraid to ask the nature of the story. Prepare your messages – Write down your key messages and what you think the story should focus on; remember that...

Five keys to succeed with online video...

Make a point and keep it brief – short-form video is what people watch online; keep your segments to less than three minutes, ideally 60 seconds Provide visual variety – watching a talking head for the entire time is cumbersome; spice up a video with different shot angles, an animation, stock b-roll and some mild music Sign up to multiple accounts – create accounts on...

Key to Marketing in an “ADD Age...

Be...

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...

The implications of user-generated conte...

With widespread broadband access, users can easily view and post audio and video content online right now. As more and more people spend time online, they’re not sitting in front of their TV. There are, however, many important implications to consider regarding this dramatic shift: Make it quality content: the material you see and hear has to be acceptable and entertaining enough...